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Sports Life of Adidas

时间:2006-11-13 16:00来源:互联网 提供网友:linquans   字体: [ ]
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Sports Life of Adidas

Over eighty years ago, in 1)Herzegovina, Germany, a young shoemaker made house-slippers1 from old military canvas bags to help put food on his family’s table. He was also a keen soccer player, and he soon adapted those slippers to his soccer game. The attention he gained for his 2)lightweight, comfortable sport shoes, did nothing but grow from the first day he wore them. His name was Adi Dassler. 

By the 1920’s, Adi Dassler was already experimenting with running 3)spikes to improve performance. By the 1930’s he was the leading sports shoe manufacturer in the world, making thirty different shoes for eleven sports. And the tradition of innovation continues to the present day. 

Adidas came up with “Mi Adidas”, a traveling program that lets you be properly fitted in a way that has never been possible before. You have your foot measured and scanned to get a detailed3 outline of the exact length and width of each foot, to within one tenth of a centimeter. Next, you lightly jog across a pressure pad, which reveals the exact placement of the foot under pressure. That information goes into a computer, to help narrow down the best shoe for you. Now you try on a “dummy4 boot”, to make sure that the width, arch fitting, and tightness are exactly to your liking5. After you’ve made your decision, you’ll just have to wait three weeks, while they create your dream 4)sneaker.

Most sports shoe production has shifted to Asia. But Adidas has a specialized6 production facility in Germany, that creates new models of 5)prototypes, as well as custom shoes, for some of the most valuable feet in the world – professional athletes. To make a custom shoe, they create an outline of the foot, a 3-D 6)foam7 7)imprint8, and then take several measurements of the foot. About twelve workers, in Scheinfeld, make four hundred pairs of made-to-measure shoes each month for the world’s best athletes.

Renata Urban (Asst. Manager, Adidas Global Training Center): One of the most famous athletes, especially in Europe, is football player David Beckham. We’ve had a lot of shoes made for him last year during the World Cup. And, well, his feet are quite close to a standard size, so, the made-to-measure docks for David Beckham is not too much amended9. But he has very individualized shoes, with the name embroidered10 in the tongue and the player’s number on the heel patch, and some different amendments11 from time to time.

But it’s not just athletes who need comfortable shoes. Anyone, who’s prepared to pay, can get Adidas made to measure. 

Adi Dassler’s shoe made its Olympic appearance in 1928, and ever since then, athletes have wanted more from their footwear, whether they’re wrestlers, or fencers, or sprinters, or long-distance runners, or even 8)bobsledders. What they have on their foot changes how well they can perform.

Tom Kennedy (Global Public Relations Manager, Adidas): The interesting thing maybe about the most recent Olympics in Sydney, was that they made shoes for 26 of 28 Olympic sports. They had shoes in almost every sport imaginable except for sailing and, 9)equestrian12. In something like fencing, for example, if you look at them you can see they’re actually two different shoes, because when a fencer stands, they stand with their feet perpendicular13 to each other, uh, and so they’ve made modifications14. This shoe actually is built at an angle because, when they 10)lunge, the foot actually collapses15 inward, like this, so it helps them push better. This shoe is more 11)cushioned in the heel because when they attack, they land quite hard on their heel, so there’s all kinds of modifications and things built into these shoes that make them quite specialized for their task.

So you can see that if you’re going to go into a store and just ask for what size they have, you’re probably not going to be able to take advantage of all the technology available. It’s best to go to someone who really knows what’s in the shoe and what’s best for you. Sometimes it’s more important to have a good athletic16 shoe than it is a street shoe, because it has to put up with a lot more. 

But it needn’t be out of your financial reach. While custom-made shoes for Olympic athletes can range up to $800, the “Mi Adidas” program offers many of the same custom features for an average retail17 price. 

注释:
1) Herzegovina [7hZEtsE^Eu5vi:nE] n. 黑塞哥维那(原为土耳其在欧洲南部的一省,1878~1914为奥匈帝国的一部分,现为南斯拉夫的波斯尼亚-黑塞哥维那共和国的一部分)
2) lightweight [5laitweit] a. 轻量的,轻质的
3) spike2 [spaik] n. 钉鞋
4) sneaker [5sni:kE] n. 运动鞋
5) prototype [5prEutEtaip] n. 原型
6) foam [fEum] n. 泡沫
7) imprint [im5print] n. 压痕;印记
8) bobsledder [5bCbsledE] n. 滑大雪橇比赛的人
9) equestrian [i5kwestriEn] n. 马术
10) lunge [lQndV] v. 刺,刺进
11) cushion [5kuFEn] v. 加衬垫

 

阿迪达斯:青春无极限

八十多年前,德国的黑塞哥维那有一位年轻的鞋匠,他经常拿旧军用帆布袋缝制家用拖鞋以养家糊口。他还特喜欢踢足球,不久,他就改装了那些拖鞋,使它们在足球场上派上了用场。从穿上自制球鞋的第一天起,他制作的既轻便又舒适的球鞋就越来越多地受到人们的关注。这个人便是阿迪·达斯拉。
早在二十世纪二十年代,阿迪·达斯拉就已经在试验钉鞋以提高奔跑速度。到了三十年代,他成了世界顶级的运动鞋制造商,制作的鞋多达三十种,适用于十一项运动,其追求创新的风格一直延续到今日。
阿迪达斯推出了“我的阿迪达斯”巡回销售活动,破天荒地为个人量身订做运动鞋。首先,工作人员会对你的脚进行测量和扫描,以取得每只脚长、宽的数值,这些数值准确至0.1厘米。然后,他们会让你轻跑着踏过一块压力板,以便对受压状态下的脚掌受压状况进行准确定位。所有测量信息一并汇入电脑,以求找出最佳样式。现在就试试“样鞋”吧,看看宽度、弓度、紧度合不合心意。一旦敲定,只需等待三个星期,你的梦幻运动鞋就能出炉了!
阿迪达斯的大多数鞋厂都已迁至亚洲,但在德国还保留着一家专业生产机构,专为世界职业运动员的那些极其名贵的脚研制最新款式及订做运动鞋。在制造订做鞋之前,他们先用泡沫塑料为脚的轮廓打造一个三维模型,随后再丈量脚的每一部分的尺寸。在沙因菲尔德,大约十二名工人在一个月里能为世界顶级运动员制做四百双这样的鞋。

雷娜塔·厄本(阿迪达斯全球训练中心助理经理):其中一位在欧洲尤为受欢迎的世界级知名运动员,就是足球明星大卫·贝克汉姆。去年“世界杯”期间我们就为他做了许多双鞋。不过他的脚极为接近标准尺码,所以为大卫·贝克汉姆做鞋,车床无需做太大改变。不过他对鞋的要求倒是极为个性化:鞋舌上要绣上他的名字,鞋后跟要印上球员号码,而且这些要求时不时还会变动。
然而并不是只有运动员才需要舒适的鞋子,任何人,只要愿意掏腰包,都可以买到量身订做的阿迪达斯。
阿迪·达斯拉的鞋首次亮相于奥运会是在1928年,从那时起,运动员对鞋的要求越来越高。无论是摔跤、击剑,还是短跑、长跑,乃至滑大雪橇比赛,运动员穿的鞋直接影响他们的表现。

汤姆·肯尼迪(阿迪达斯全球公关经理):有趣的是,在上届的悉尼奥运会上,他们总共为28个奥运比赛项目中的26个项目的参赛运动员制作了运动鞋,除帆船比赛和马术比赛,几乎包含了所有运动项目。以击剑为例,仔细观察不难发现,击剑选手的两只鞋子各不相同,因为当击剑手直立时,他的双脚要成直角,所以工人们相应地对鞋作了改良。这边的鞋有一个弯度,因为当击剑手向前刺时,这只脚会像这样往内倾,这样设计的鞋便能帮助他们向前推进;而这只鞋的跟垫加厚了,因为他们进攻时,脚跟着地用力较大。所以,对这些鞋做出这样那样的改动,都是为了让它们更适合该项运动。
因此,如果你走进一家鞋店,只是询问他们有什么样的鞋码,你是难以体验当今所有的科技进步给运动鞋带来的优势,只有到真正知道鞋里有什么、什么最适合你的人那里才是明智之选。有时候买双好的运动鞋比买双逛街穿的鞋更重要,因为它要承受的压力实在太多。
但也不一定非要让你出大价钱,才能拥有这样的鞋。虽说为奥运健儿订做的鞋,售价可达800美元,但“我的阿迪达斯”销售活动为消费者提供的运动鞋,其价位只是普通的零售价,但却具有订做鞋的特色。

 


 


 


点击收听单词发音收听单词发音  

1 slippers oiPzHV     
n. 拖鞋
参考例句:
  • a pair of slippers 一双拖鞋
  • He kicked his slippers off and dropped on to the bed. 他踢掉了拖鞋,倒在床上。
2 spike lTNzO     
n.长钉,钉鞋;v.以大钉钉牢,使...失效
参考例句:
  • The spike pierced the receipts and held them in order.那个钉子穿过那些收据并使之按顺序排列。
  • They'll do anything to spike the guns of the opposition.他们会使出各种手段来挫败对手。
3 detailed xuNzms     
adj.详细的,详尽的,极注意细节的,完全的
参考例句:
  • He had made a detailed study of the terrain.他对地形作了缜密的研究。
  • A detailed list of our publications is available on request.我们的出版物有一份详细的目录备索。
4 dummy Jrgx7     
n.假的东西;(哄婴儿的)橡皮奶头
参考例句:
  • The police suspect that the device is not a real bomb but a dummy.警方怀疑那个装置不是真炸弹,只是一个假货。
  • The boys played soldier with dummy swords made of wood.男孩们用木头做的假木剑玩打仗游戏。
5 liking mpXzQ5     
n.爱好;嗜好;喜欢
参考例句:
  • The word palate also means taste or liking.Palate这个词也有“口味”或“嗜好”的意思。
  • I must admit I have no liking for exaggeration.我必须承认我不喜欢夸大其词。
6 specialized Chuzwe     
adj.专门的,专业化的
参考例句:
  • There are many specialized agencies in the United Nations.联合国有许多专门机构。
  • These tools are very specialized.这些是专用工具。
7 foam LjOxI     
v./n.泡沫,起泡沫
参考例句:
  • The glass of beer was mostly foam.这杯啤酒大部分是泡沫。
  • The surface of the water is full of foam.水面都是泡沫。
8 imprint Zc6zO     
n.印痕,痕迹;深刻的印象;vt.压印,牢记
参考例句:
  • That dictionary is published under the Longman imprint.那本词典以朗曼公司的名义出版。
  • Her speech left its imprint on me.她的演讲给我留下了深刻印象。
9 Amended b2abcd9d0c12afefe22fd275996593e0     
adj. 修正的 动词amend的过去式和过去分词
参考例句:
  • He asked to see the amended version. 他要求看修订本。
  • He amended his speech by making some additions and deletions. 他对讲稿作了些增删修改。
10 embroidered StqztZ     
adj.绣花的
参考例句:
  • She embroidered flowers on the cushion covers. 她在这些靠垫套上绣了花。
  • She embroidered flowers on the front of the dress. 她在连衣裙的正面绣花。
11 amendments 39576081718792f25ceae20f3bb99b43     
(法律、文件的)改动( amendment的名词复数 ); 修正案; 修改; (美国宪法的)修正案
参考例句:
  • The committee does not adequately consult others when drafting amendments. 委员会在起草修正案时没有充分征求他人的意见。
  • Please propose amendments and addenda to the first draft of the document. 请对这个文件的初稿提出修改和补充意见。
12 equestrian 3PlzG     
adj.骑马的;n.马术
参考例句:
  • They all showed extraordinary equestrian skills.他们的骑术都很高超。
  • I want to book two equestrian tickets.我想订两张马术比赛的票。
13 perpendicular GApy0     
adj.垂直的,直立的;n.垂直线,垂直的位置
参考例句:
  • The two lines of bones are set perpendicular to one another.这两排骨头相互垂直。
  • The wall is out of the perpendicular.这墙有些倾斜。
14 modifications aab0760046b3cea52940f1668245e65d     
n.缓和( modification的名词复数 );限制;更改;改变
参考例句:
  • The engine was pulled apart for modifications and then reassembled. 发动机被拆开改型,然后再组装起来。 来自《简明英汉词典》
  • The original plan had undergone fairly extensive modifications. 原计划已经作了相当大的修改。 来自《简明英汉词典》
15 collapses 9efa410d233b4045491e3d6f683e12ed     
折叠( collapse的第三人称单数 ); 倒塌; 崩溃; (尤指工作劳累后)坐下
参考例句:
  • This bridge table collapses. 这张桥牌桌子能折叠。
  • Once Russia collapses, the last chance to stop Hitler will be gone. 一旦俄国垮台,抑止希特勒的最后机会就没有了。
16 athletic sOPy8     
adj.擅长运动的,强健的;活跃的,体格健壮的
参考例句:
  • This area has been marked off for athletic practice.这块地方被划出来供体育训练之用。
  • He is an athletic star.他是一个运动明星。
17 retail VWoxC     
v./n.零售;adv.以零售价格
参考例句:
  • In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
  • These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。
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TAG标签:   疯狂英语  sport  life  adidas
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