MUMBAI: Tennis icon Andre Agassi and Adidas announced that for every pair of 'mi' Adidas shoes sold at the NY Sport Performance store through the duration of the US Open, $100 will go directly to the Andre Agassi Charitable Foundation.
In his first public appearance as an Adidas partner, Agassi immortalised his handprints in concrete in front of a large crowd of fans in the flagship Adidas Sport Performance store in Houston.
To demonstrate the MI Adidas technology, Agassi went through the program to create his own fully customised pair of MI Adidas tennis shoes.
Founded in 1994, the Andre Agassi Charitable Foundation (AACF) was created to provide recreational and educational opportunities for at-risk children in Southern Nevada.
Since its inception, the Foundation has supported more than 20 organisations and raised more than $50 million for programs designed to enhance a child's character, self-esteem and career possibilities.
In 2001, the AACF opened the Andre Agassi College Preparatory Academy -- a public charter school conceived on the belief that nothing has a greater impact on a child's life than the education they receive. Located in the heart of Las Vegas' most at-risk neighborhood, the AACPA is designed to improve skill levels and combat lowered academic expectations while creating a climate of hope among this community's most challenged children. The curriculum emphasises technology and college preparation while encouraging involvement in community affairs.
The MI Adidas program includes product experts, a complete range of shoes in different sizes and widths for try-on, and equipment to analyse each foot. First, the feet are measured to determine the best length and width options.
Next, Adidas uses its Footscan system, which determines pressure distribution of each foot, along with athlete preferences, to determine the performance characteristics of the shoe. Once the proper fit and function have been determined, the customer can create a uniquely designed pair of shoes by selecting the colors and even stitching a personalised monogram onto the shoe. The finished shoe is delivered to the retail partner approximately three weeks later.
Launched globally in 2000 with soccer shoes, running shoes were added to MI Adidas in 2001, followed by tennis shoes in 2002. MI Adidas customised footwear technology is currently only available in the US at the New York Adidas Sport Performance store.
