DuPont Protection Technologies (DuPont) and Adidas Group North America signed a multi-year trademark license agreement for the use of the DuPont Kevlar and Dare Bigger trademarks in football cleats
Adidas recently previewed a limited edition line of cleats that incorporate DuPont Kevlar fiber, and will be launching the full line later this year. Adidas chose the iconic brand to reinforce the plates in the cleats “because of its lightweight strength and durability.” Dare Bigger is the new brand platform DuPont announced last year with its sponsorship of ESPN’s X Games Austin.
“The science behind this advanced material, coupled with its strength and durability, allows athletes to reach new levels of performance,” said Kathy Kowalski, global brand, marketing and communications leader, DuPont Protection Technologies.
Best known for its use in ballistic and stab-resistant body armor, Kevlar brand says it has helped save the lives of thousands of people around the world. The use of Kevlar has been extended to everything from fire fighter and industrial protective clothing to vehicles, fiber optic cables, mining belts, commercial aircraft and city roads. Kevlar fiber also is used in many consumer products such as mobile phones, tires, high-performance sporting apparel and equipment. This year, DuPont is celebrating the 50th anniversary of the discovery of DuPont Kevlar.
Adidas unveiled the “STAND FREAK x Kevlar Black History Month limited edition” cleat shoes on Martin Luther King Day. The cleat was showcased via social media platforms of NFL Pro Bowl players Demarco Murray, Jimmy Graham, Von Miller, Mario Williams, among others. The new cleats will be available at www.Adidas.com, as well as through participating sporting goods stores and online retailers, including Eastbay, Dick’s Sporting Goods and Footlocker.
“Adidas Football is always looking to balance performance and protection,” said Jeff McGillis, senior director, Adidas Football. “We build the lightest cleats in the industry to make every player on the field faster. DuPont Kevlar fiber optimizes both player safety and the lightweight playability of the adizero 5-Star x with Kevlar and the Freak x with Kevlar.”
“This partnership between Adidas and DuPont is a great example of the power of the DuPont Kevlar brand, and its ability to lend best in class technology to the products it touches,” said Jeff Cohen, CEO Earthbound Brands, North America licensing representative for DuPont Kevlar.
