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Chuck McBride and the creative team at TBWA\Chiat\Day in San Francisco knew the advertising for Adidas’ breakthrough new product, the Adidas_1, would need to do more than just talk about its technological advances to be as special as the shoe. In development since 2001, the sneaker, billed as the “world’s first intelligent shoe,” uses a sensor, microprocessor and motorized cable system to automatically adjust the cushioning to a runner’s size and pace, as well as the terrain.

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