In a highly competitive market, dominated by two brands, Adidas have used a new technology with a compelling claim to stand out. The TV ad uses a great visual to highlight the core benefits of the new shoe. And after 18 months, online sources indicate that the shoe has delivered on its claims, used by runners who have won over 100 races and by Dennis Kimetto who “Uses the Energy Return of BOOST” to run the fastest marathon of all-time.

Looking for new claims for your own brand or business?  Read one of our blog posts on how we help leading brands to generate winning claims.