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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
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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
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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
South Africa, July 21, 2026 – 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.