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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.
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Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
