Adidas MEGA Collection

Images courtesy of adidas

Starting this month, adidas Originals will launch its brand-new footwear concept called MEGA. It will consist of fresh sneaker models featuring two of the most iconic adidas technologies amplified for modern streetstyle – “Torsion” and “Softcell”. The men’s footwear collection will be available mainly in the US and select markets in Europe, Latin America and Asia followed by a broad global product roll-out throughout 2011.

Representing the iconic sportswear label for the street, adidas Originals draws on its rich heritage in sport and ground-breaking technologies. Both “Torsion” and “Softcell” have their roots in former athletic footwear. Taking inspiration from these functional technologies, MEGA super-sizes these iconic elements and brings in contemporary design for a transition from functional gear to street lifestyle. MEGA as a concept responds to the needs of today’s consumer groups who want to wear leisure footwear with a quite technical yet stylish appeal without going out for a run with it.

Known for “Celebrating Originality” in the worlds of music, art, sport and style, adidas Originals is gearing up for Lollapalooza, the much anticipated music festival taking place in Chicago’s Grant Park August 6-8, 2010.