Continental Supplies Adidas With Sole Rubber
Tyres, conveyor belts and latterly sensors and drive train components – all products Continental AG is well known for. But did you know that the European market leader in the car tyre segment is supplying Adidas with the latest rubber compounds for sports shoes? The two companies, both Official Sponsors of the recent 2010 FIFA World Cup South Africa and the forthcoming 2014 FIFA World Cup Brazil recently signed a co-operation agreement to solidify the deal.
According to the two companies, the first shoes for the trail running segment are already in the shops, with co-operation gradually being extended to other running footwear. “We are delighted that with our rubber expertise we can help Adidas substantially improve grip on its running shoes on both wet and dry surfaces,” said Dr. Fabian Dettmer, Continental’s expert for rubber processing and process optimisation in the industrial field. “The task of preparing rubber compounds for the production of running shoes means that we too are on a constant learning curve and for us this is also highly beneficial. Who knows what new fields of application this may open up for us in the near future.”
What the firms have in common is their love of professional football, something that is highlighted through their consistent sponsorship of football world and European championships. “Using additional tags to co-brand the shoes with Continental compounds gives us a highly visible brand presence among those consumers who are enthusiastic runners” added Silke Gliemann, who is responsible for EMEA (Europe, Middle East and Africa) brand communication in Continental’s marketing department.
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