adidas executives and staff warmly welcomed about 40 of the sport’s top influencers, distributors, media personnel, sport execs and sponsored teams to “Herzo†the home town of adidas AG for the global preview and launch of the much anticipated new aquatics line the ADIZERO XVI for the Rio 2016 Olympic Games.
This was more than a launch. A more precise term would be “comeback.†It showed in the effort of the adidas Group executives and staff as they interfaced with the guests and delivered their presentations. adidas AG like other manufacturers had to overcome the damaging effects of the 2004 to 2009 tech suit era brought on by the misguided leadership within FINA. adidas didn’t deserve it.
By December 2009 over 255 world records were set in approximately 22 months devastating the sport and historical comparisons as the tech suit race was set off at the 2008 Manchester FINA SC World Championships in April. Seventeen world records were set that week when Speedo unveiled its LZR Pro and Elite racing suits made of elastane-nylon and polyurethane. (By comparison, usually in every Olympic quadrennial cycle about five to six world records are set in swimming every four years).
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