Adi­das Just Launched Shoes Specif­i­cally for (Beer) Drinkers

Shoes & Accessories - - The Month That Was -

This is what they call mar­ket seg­men­ta­tion. Ab­surdly Driven looks at the world of busi­ness with a skep­ti­cal eye and a firmly rooted tongue in cheek. As many Eng­land would res­onate that it was com­pul­sory to drink eight pints of beer, then eat a curry and then re­lease ev­ery­thing that you have eaten and drunk onto your lo­cal side­walk. Ger­mans, though, have a spe­cial time for drink­ing beer to ex­cess. It’s called Ok­to­ber­fest. To cel­e­brate this tra­di­tional event, Adi­das has just re­leased shoes that are def­i­nitely not the sort of thing Stephen Curry would ad­ver­tise. Th­ese shoes, you see, come spe­cially pre­pared for, well, your spillages. The com­pany ex­plains in its video that its ded­i­cated en­gi­neers have cre­ated a spe­cial coat­ing -- called DPBR -- that will pro­tect the shoe-leather from beer and, well, vomit. Adi­das didn’t im­me­di­ately re­spond to a re­quest for com­ment as to what chem­i­cals specif­i­cally go into this coat­ing. Many Ok­to­ber­fest rev­el­ers will surely be de­lighted, how­ever, if their shoes -- which re­tail at around $209 -- will re­main stain­free. Or, at least, not as stained as last year. It’s hard enough to keep one’s char­ac­ter or dig­nity stain-free, once one’s in­nards are filled with co­pi­ous steins of fine Ger­man beer. Th­ese shoes, though, of­fer fur­ther el­e­ments of wit in their de­sign. A lit­tle em­broi­dery on the rear to match your leder­ho­sen, for ex­am­ple. And then there’s the shoe’s name: Prost. This is Ger­man for cheers.

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