Above: To support the launch of the adizero Rush (at retail now), adidas has introduced a new 30-second TV spot that highlights the lightweight running shoe in a high school athletic atmosphere with football players, cheerleaders, coaches and even a marching band.

Explaining the theme behind the commercial, Josh Plante, digital and brand communications manager at adidas America, says, “adidas innovates running shoes to help athletes of every level get better. Targeted at the high school kid, this TV spot demonstrates that brand value through a high energy team atmosphere that inspires athletes to get to the next level.”

The adizero Rush, at 7.5 ounces, is designed to sit alongside the lightest every day running shoes on the market. “The construction is minimal, but the shoe provides maximum performance and helps you go fast,” says Mikal Peveto, director of running at adidas America. “The immediate lightweight trend has found its way in everything we do and the Rush is the latest superstar in our ultra-lightweight adizero line.”

Adds Peveto, “We’re really proud of the adizero Rush and excited to get the shoe in the hands and on the feet of athletes who run to get faster for their sport.”

The adizero Rush, which has an SRP of $100, features adiPrene+ midsole technology for cushioning in the forefoot and a responsive ride. The shoe’s SprintWeb provides lightweight support while the nylon mesh construction is breathable and is designed to keep the foot locked in place for stability and speed. The SprintFrame helps return energy to each stride and the shoe’s Lightstrike EVA reduces midsole weight by 15 percent.

Each pair of adizero Rush shoes comes with a second lace to provide an unexpected pop of color, while the shoe’s weight is clearly displayed along the trim.