Yesterday at the Palau de les Arts Reina Sofía, adidas and Samsung, announced their strategic partnership and unveiled the first product initiative as a result of the collaboration, called miCoach.

miCoach is a real-time training system designed to motivate, inspire and enable athletes at all levels to reach their training goals.  It collects and turns personal data into individual training plans based on one’s fitness level and specific goals.

The miCoach system contains five key components which combined provide personalised audible feedback; the miCoach Samsung phone, a heart rate monitor, a stride sensor chip to fit all adidas running footwear, compatible adidas apparel and the miCoach website to create tailored training programmes.

miCoach is available throughout Europe in adidas and Samsung stores as well as select retail partners starting in mid-March 2008.