Brands
adidas unveils Supernova revamp with advanced super-foam for daily runners
Mumbai: adidas reveals the reimagined Supernova franchise with the first of three new silhouettes – Supernova Rise. Launching in a women’s and men’s specific last, the new running shoe is designed to deliver maximum comfort and help everyday runners be distraction-free.
As per research conducted by adidas with 1,300 female runners, comfort is one of the most important criteria for everyday runners while selecting a running shoe.
Built upon insights garnered over years of delivering performance-driven running shoes for athletes across levels, the new Supernova silhouettes feature Dreamstrike, a new midsole foam that takes inspiration from Lightstrike Pro the midsole material utilised across the record-breaking Adizero franchise, but with an updated formula to offer unparalleled comfort and cushioning. To provide runners with comfort suited to their needs, the material forms the entirety of the midsole on Supernova rise and Supernova solution. However, on the Supernova stride model, it is positioned in the forefoot region alongside an EVA compound midsole.
In the Supernova Rise and Supernova solution models, the Dreamstrike midsole is complemented by a Support Rod System. Inspired by the physiology of the foot in motion, this new technology is embedded in the outsole to grant harmonized support, transition, and stability where it is needed. The Support Rod System in the Supernova solution slightly differs from that featured in the Supernova rise, with the two middle rods splinted together to offer additional support for runners who seek it. With both technologies working in tandem, Dreamstrike and the Support Rod System provide runners with a comfortable, yet well-supported running experience.
Other key features include a comfortable heel fit which uses a combination of cushioning foam and soft textile designed for maximum comfort and support. The engineered sandwich mesh and expertly crafted details ensure that all runners’ needs are accommodated.
Inspired by nature and the energy of bioluminescence, sporting a dark base of black and aurora with semi-green spark detailing, the SUPERNOVA RISE is priced at Rs 14,999 and is available for purchase across select adidas stores and online, starting 01 December 2023.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
