Hanover / Frankfurt
Continental Kicks off Multimedia Campaign on More Grip for adidas Shoes at www.getyourgrip.com
· Innovative rubber compounds deliver marked increase in grip for adidas shoes
· Three men's marathon world records and multiple course records achieved
· More than 80 different running, trekking, and and outdoor shoes already on the market
The many parallels between tires and shoes are not hard to find. Tires are to cars what shoes are to runners – they form the only link with the road and must ultimately be able to transmit all of the forces involved. The rubber compounds specially developed for adidas by Continental feature particularly high levels of grip on all surfaces, helping runners to conserve energy that would go to waste in a shoe with less grip. "Through our interactive, multimedia GetYourGrip campaign we are out to raise awareness of how the technology transfer from tires to shoes can result in performance improvements of up to 30 percent," says Alexander Bahlmann, Head of PR, Passenger and Light Truck Tires at Continental . "The fascinating thing here is the sheer range of applications of these shoes that now extends from running, outdoor, and trekking, all the way to snowboard footwear."
The campaign kicks off with a breathtaking video in which a professional parkour runner or 'traceur' takes on a Continental test engineer in a Multivan. The duel begins in downtown Hanover, runs over a range of different surfaces and culminates at Continental's unique, fully automated indoor tire testing facility, the Automated Indoor Braking Analyzer (AIBA), at the company's Contidrom proving grounds. The technology transfer process is clearly illustrated, with helpful explanations from several tire experts. The nerve center of the campaign is the www.getyourgrip.com website, while many other communications channels form part of the activation, including Continental postings on the social network Facebook (www.facebook.com/continental) and on the video channel YouTube (www.youtube.com/c/ContinentalCorporation).