Adidas prepares #BeAheadBeFeared challenge in Cologne

ADIDAS TAKES HANDBALL TO THE EXTREME WITH BE AHEAD. BE FEARED. CHALLENGE IN COLOGNE

• adidas creates unique extreme handball course in a converted warehouse
• Handball players from around the world will take part on May 27, the eve of the VELUX EHF FINAL4
• International handballer Nikola Karabatic will congratulate winning team
• adidas launches #BeAheadBeFeared campaign representing the relentless passion, power and physicality of the sport of handball

Cologne, Germany (May 18, 2016) adidas has created the BE AHEAD. BE FEARED. Extreme Handball Challenge to take handball where it has never been before.

On Friday May 27, adidas will push grassroots handballers from across the world to their limits in Cologne as they take on a unique and specially-built course at The New Yorker, Dock One – a converted warehouse on the waterside.

One of the world’s toughest sports has just become tougher – in celebration ofadidas’ new #BeAheadBeFeared campaign which champions the brutal and relentless physicality of the sport and celebrates the passion shared by elite handball stars including Nikola Karabatic with grassroots players and fans.

Concentration and co-operation will be required as teams of three work together to complete the specially-created obstacle course in the fastest time. Players will be tested in extreme conditions including fog tunnels, high-powered wind machines and even complete darkness

Taking to the course in full adidas handball kit including Stabil BOOST shoes, Extreme Handball competitors will benefit from the unrivalled energy return of a full-foot BOOST foam sole enabling them to unleash their full potential.

This year [2016] marks the 20th anniversary of the iconic adidas Stabil shoe. Two decades of handball expertise have helped adidas create their greatest ever handball shoe which features top grip rubber for superb ground contact, while the Adiwear compound in the high abrasion zones delivers ideal performance profile for elite and amateur athletes.

The winning team will meet Nikola Karabatic as they are congratulated at the Official Opening Party of the VELUX EHF FINAL4 in Cologne. The winners will also receive behind-the-goal tickets for the tournament.

All handball fans are invited to watch the action and join the festivities at the BE AHEAD. BE FEARED. Extreme Handball event – which also features a bar, DJ, food trucks and the opportunity to score great handball prizes!

Just visit The New Yorker, Dock One, Cologneat 12pm on Friday May 27 to watch creators of the court push their limits and usher in a new era in handball.

France international handball centre back Nikola Karabatic, two-time winner of the IHF World Player of the Year Award, said: 

“Our great sport of handball is relentless. You need to make sure you’re ahead of your opponents through your preparation and be fearless on the court.

“For me, any new training techniques, drills or ways to better your game are important so it’s great that adidas have created the BE AHEAD. BE FEARED. Extreme Handball event and taken the game in a new direction.

“For anyone in Cologne ahead of the VELUX EHF FINAL4, come along and test yourself or just watch the fun and enjoy the party atmosphere with the handball community.”

Adidas Handball Communications Manager Marc Baecker, who is responsible for devising the BE AHEAD. BE FEARED. Extreme Handball Challenge, said:

“The BE AHEAD. BE FEARED. Extreme Handball Challenge is designed to demand everything of competitors. Just like on the court, players will need to work together and fight until the final second to be ahead and overcome the challenge.

“Adidas has created the toughest handball challenge ever and you can be sure adrenaline will be pumping as challengers push themselves to the limit. We’d like to invite the entire handball community to join us on the day to celebrate our sport.”

To follow the BE AHEAD. BE FEARED. Extreme Handball Challenge – for the latest news and the chance to win great prizes – find adidas Handball on Facebook and Instagram.