adidas Originals Introduces the Brand New HYPERBOOST EUPHORIA Lifestyle Silhouette for Everyday Wear

• HYPERBOOST EUPHORIA is the lifestyle iteration of the HYPERBOOST EDGE running silhouette reimagined for everyday wear, combining comfort and breathability with a bold, colourful and elevated design

• Already spotted on football icons off the pitch including Jude Bellingham, Lionel Messi, and Pedri during the FIFA World Cup, the launch will continue with appearances from athletes and creators, including Rayan Cherki and Tobi Brown (Tobjizzle) of the Sidemen

• The adidas Originals HYPERBOOST EUPHORIA launches in two iterations – the HYPERBOOST EPHR and the HYPERBOOST EPHR LT – available from 21 July via adidas.co.za and selected retailers

Following the launch of the HYPERBOOST EDGE, introducing adidas’ latest midsole innovation, adidas Originals now unveils the HYPERBOOST EUPHORIA – a new silhouette that reimagines the brand’s performance running DNA for everyday life.

Inspired by adidas’ running heritage, and embraced already as the shoe of choice by the likes of Anthony Edwards, Rayan Cherki and Tobjizzle, HYPERBOOST EUPHORIA is purpose-built as an everyday lifestyle shoe – rather than a performance running model.

“When we developed Hyperboost Euphoria, we had in mind those who embrace a sport-inspired lifestyle; LIVE HYPER is the brand’s rallying cry for a new generation who prioritizes spontaneity, comfort and energy, and let movement lead them toward the unexpected. The style challenges perceptions of how a shoe can feel, but also how life can feel.” says Ilka Liebmann, Vice President Design Footwear, adidas Originals.Designed for everyday wear, the HYPERBOOST EUPHORIA translates the comfort-first promise of HYPERBOOST into a stable, grounded ride built for all-day use and everyday comfort. Featuring HYPERBOOST cushioning, a carved-out midsole that reduces weight, a wide stance platform and an extended heel, the silhouette delivers both confident stability and a bold, progressive look.

While the HYPERBOOST EDGE is engineered for performance running – prioritising lightweight construction, secure lockdown and responsiveness – the HYPERBOOST EUPHORIA reimagines that innovation for lifestyle wear. The result is a silhouette that puts everyday comfort and breathability at its core, wrapped in a colourful, elevated design language.

At launch, the HYPERBOOST EUPHORIA is offered in two iterations:

• The HYPERBOOST EPHR which features a bold TPU net structure covering the entire quarter, and a wide, aggressive stance for a statement-making, street-inspired look;

• The HYPERBOOST EPHR LT which features a semi-transparent mono mesh upper that reveals the exoskeleton underneath for a lighter expression.

The new story of the silhouette is brought to life by a marketing campaign that centers on a world of side quests and possibilities – beginning the moment two protagonists lace up their HYPERBOOST EUPHORIA sneakers. As they navigate a series of unexpected adventures, they encounter footballer Rayan Cherki and streamer Tobjizzle, a founding member of Sidemen, the legendary UK YouTube collective. With each new interaction unlocking another side quest, a world is revealed that is all in with no compromises – just like Euphoria.

The adidas Originals HYPERBOOST EPHR and HYPERBOOST EPHR LT arrive on 21st July and are available on adidas.co.za and through select retailers.