Brands
Adidas launches X CRAZYFAST
Mumbai: Today, adidas reveals X CRAZYFAST, the latest boot release from adidas packed full of ‘AERO’ innovations built to unlock speed in all moments of the game.
The new boots launch in three distinct models – ‘P+’ and ‘P1 Laced and Laceless’ – which together offer best-in-class speed-focused technology to those playing at all levels of the game. For the in-stadium player, such as those competing at this year’s FIFA Women´s World’s World Cup 2023, the pinnacle-laced P+ is our lightest version for optimal speed, representing the ultimate level of innovation for those at the peak of their game. The X Crazyfast was developed using insight and testing input from an equal gender split of contributors – from professional athletes to grassroots players – to ensure that everyone who plays the game can benefit from its performance benefits.
The P+ model is complemented by the X CRAZYFAST laced and laceless P1 models, which both feature lightweight advanced technologies adapted for footballers of all levels, across varied price points.
Adidas Football footwear global category director Mahsa Aryan said, “The modern game is centred around speed and quickness to win the ball against your opponent. Players must think fast, and react even faster, which leaves no time for distractions. The X franchise, and everything it offers, has therefore become increasingly important considering the modernisation and increase in the speed of football played today.
Offering a full suite of X CRAZYFAST models helps footballers at all levels – whether that be those competing on the world’s biggest stage or local park pitches – in the fastest moments of the game, to be their best”.
The hero of all X CRAZYFAST models is an update to adidas’s innovative SPEEDFRAME sole plate technology. The update includes a replacement of the previous carbon version with a new AEROPLATE insert that makes the overall plate 5g lighter. This update provides optimal comfort and responsiveness while retaining the same design features for propulsion and dynamic movement, with the stud design built to optimise traction during rapid acceleration.
Speed-focused updates continue onto the boot’s upper.
Both of the ‘P1’ models boast the AEROCAGE innovation – an engineered lining designed to provide ideal support and stability by hugging the mid-foot, and AEROPACITY SPEEDSKIN – a single layer breathable monomesh which provides comfort throughout the foot and offers a second skin feel.
The P+ provides the next level in innovation to the democratic P1 options, with a super lightweight upper comprised of single-layer AEROPACITY SPEEDSKIN+ molded to the minimalistic AEROCAGE+, both of which have been optimised to be lightweight while still providing support and stability at high speeds.
With the need for speed also comes the need for unrivalled stability and support in all moments.
Both of the P1 models feature an engineered PRIMEKNIT collar that gives players familiar foot-hugging comfort and optimal direct ball contact, with the options of laceless, and laced for increased adjustability.
The P+ comes in a floating tongue construction with superlight laces to help keep the foot locked in place.
As part of adidas’ continued journey to help end plastic waste, all X CRAZYFAST models contain zero virgin polyesters. The X CRAZYFAST P+ is made with a 15 per cent lower carbon footprint, than the previous X SPEEDPORTAL P+ version.
The all-new X CRAZYFAST boot comes in an elegant and minimalistic white and lucid lemon colourway, and the P+ will be worn by some of the best female football players at the FIFA Women’s World Cup 2023, its first major competition appearance on the pitch.
It is available for sale as of today, 4 July via adidas.com football boots, and selected adidas stores and retailers.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
