Introducing Elegance To The Pitch.

Introducing Elegance To The Pitch adidas and Kaká present new adiPURE football boots Adidas has proudly launched the new adiPURE football boot in the Middle East. The new boots will be worn by World Player of the Year Kaká, who revealed the boots in an exclusive photo shoot in Dubai. The adiPURE football boot sets new standards, in particular with regard to pureness, simplicity, naturalness and elegance. Kaká will wear his new adiPURE football boots in all games for both club and country. "In the modern football game it's not just about winning anymore, it's about the way you play the game," said Eduard Massier, Marketing and Business Development Director at adidas Emerging Markets. "We have developed the new adiPure boot for players who demonstrate a natural ability, elegance and style for the game. Those who deliver pinpoint accuracy of passing and the finest of touches. The technology in adiPURE has created a boot which achieves the most comfortable, perfect fit, leaving the player to focus on the game and not on his boots". During the photo shoot the AC Milan and Brazilian national team player wrote his personal message for all passionate football players in the UAE on the lid of the shoe box: "To my friends in the UAE! Enjoy!" Worldwide, Kaká's individual piece of advice for football's up-and-coming players: "Only when you develop a true feeling for the ball, can you really make the ball do what you want it to do", will be featured on the adiPURE shoe boxes and in the ad campaign and at POS. At the heart of this new football boot made of fine, shiny K-leather is incredible elegance. The name "adiPURE" symbolizes the main features of the handcrafted football boot: pureness, simplicity, naturalness and elegance. However, the key benefit of this boot is its fantastic fit. The high-quality materials, soft leather and pre-moulded sockliner provide outstanding comfort as well as an excellent, natural feel for the ball. The launch of the adiPURE line marks a further milestone in the adidas football segment. Alongside the popular adidas PREDATOR[R] models and the various F50 football boots, adidas is now extending its comprehensive range of innovative and highly functional football boots with the adiPURE. All the players wearing adiPURE are true footballers like Kaká and Chelsea's Frank Lampard who know and live the game and inspire their team colleagues with their natural elegance. adidas players relying on the new adiPURE football boots include: Kaká (AC Milan), Robin van Persie (Arsenal FC), Frank Lampard (Chelsea FC), Philipp Lahm (FC Bayern Munchen), Xabi Alonso (Liverpool FC), Vicente (FC Valencia), Alessandro del Piero (Juventus Turin), Karim Benzema (Olympique Lyon), Christoph Leitgeb (Red Bull Salzburg), Yoann Gourcuff (AC Milan) and David Trezeguet (Juventus Turin). In the UAE, the new adiPURE football boots will be available in adidas brand stores in the Mall of the Emirates, Deira City Centre, Dubai Festival City, Burjuman Shopping Mall, Wafi City and Al Ghurair Center in Dubai and Marina Mall, Abu Dhabi Mall and Al Wahda Mall in Abu Dhabi. Colour options include black/white and white/black together with matching apparel items.

[c] 2008 Al Bawaba (www.albawaba.com)