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New F50 adiZero introduced
May 12th, 2010 2:55AM
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TAGS:  soccer business, world cup

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[WORLD CUP COUNTDOWN] The World Cup is big business for a soccer manufacturer and FIFA sponsor like adidas, which recently reported that 2010 sales will rise at a “mid-single-digit” thanks in part to World Cup-related sales. Part of adidas' push includes the launch of its F50 adiZero, introduced Tuesday as the lightest soccer shoe ever.

Such stars as Lionel Messi and Jozy Altidore will be wearing the chameleon purple, white and electricity colorway at the World Cup. ("I can barely feel them on my feet," says Messi.)

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