Fernando Verdasco will lead Spain at the Davis Cup quarterfinal this weekend wearing a pair of mi adidas Barricade V customised by the player himself. The world number nine designed his footwear using the mi adidas customisation service available at select adidas Performance stores worldwide and online in the United States at www.miadidas.com/us.
The Barricade V is recognised as the leading tennis shoe for players that need top stability, cushioning and grip. Now through mi adidas, Barricade V fans can stamp their own mark on this iconic shoe. Fernado Verdasco has created a mi Barricade V in the colours of his native country Spain. Featuring a rave red upper, neon yellow laces, three white stripes and silver claws, this mi Barricade V also has a Spanish flag embroidered on the tongue of the shoe. In addition the 25-year-old added his nickname “Tabasco” to the heel of his mi Barricade V which he will wear as he leads Spain in the defence of their Davis Cup title.
Fernando Verdasco’s design is just one of a vast amount of mi adidas combinations available to consumers who wish to personalise their shoes. Currently mi adidas offers this exciting service for running, football, basketball and tennis footwear as well as for some of the most iconic Originals models. From a design perspective consumers are able to embroider or engrave a phrase, number, flags or logos on the shoe upper and of course change the colours of the different parts. On the performance side consumers can choose an outsole or studs, upper materials, midsole density, different sizes left & right as well as different widths. The range of colours and materials result in millions of possible mi adidas combinations offering consumers unique ways to interact with and use adidas products.
Consumers using the mi adidas service in store undergo a foot analysis where exact foot dimensions are measured and the foot strike is analysed via an RS scan. Then the consumers individual preferences are evaluated from the type of sport they want to play, to the surface they play on. The initial store visit last between 20-30 minutes during which time mi adidas experts are on hand to assist consumers through the design configurator. Once the footwear model has been chosen, measurements are taken and uppers designed, the customer can return to the adidas store approximately three weeks later to collect their customised mi adidas shoes. If the shoes were ordered via e-com in the United States they will be shipped directly to the customers home.
mi adidas is the embodiment of the ideals held by adidas founder, Adi Dassler. Adi Dassler’s ambition was to create the best fitting footwear for athletes from the creation of his first pair of football boots and running spikes in the 1920s. mi adidas continues to do so in the technological landscape of the 21st century. Launched in 2000, mi adidas started with football boots, running followed along with tennis and basketball.
Fernando Verdasco joins other adidas athletes such as Jo-Wilfried Tsonga, Dwight Howard, Blanka Vlasic and Karim Benzema in using the mi adidas customisation service.
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