LONDON, UK: This week, Adidas' newest running shoes, the Adizero Adios Pro Evo 1, went on sale for US$500.
Worn by Ethiopia's Tigist Assefa over the weekend to set a new women's marathon world record in Berlin, the Adizero Adios Pro Evo 1 cost $225 more than Nike's equivalent Alphafly 2, and weighs just 138 grams (5 ounces).
Harry Swinhoe, founder of Grove Lane Runners, an amateur running club in southeast London, said, "The price tag is just insane. People will flock to it, but I wonder whether the average runner will really feel the benefit of the ultra-supershoe versus the supershoe, or the normal shoe."
Adidas said the shoes are designed to be worn for a single marathon-distance race (26 miles) and pre-race warmup, making the cost per mile at around $19, so runners must buy a new pair for each marathon.
"This is a shoe optimized for speed versus durability," said Adidas, which released just 521 pairs at the launch, with a second drop planned for November.
While wearing the shoes, Assefa broke the marathon world record by more than two minutes, finishing in 2 hours, 11 minutes and 53 seconds.