Legendary mountaineer Reinhold Messner of Italy has sealed a sponsoring deal with Adidas Outdoor. The two previously worked together in 1978 when Messner was preparing his expedition to Mount Everest, when he was the first man there without the help of additional oxygen. Then, Messner and Adidas developed the Supertrekking, one of the first lightweight trekking boots, which took Messner to the base camp. For 2010, the Three Stripes intend to resurrect the Supertrekking concept of 30 years ago and extend it to apparel and backpacks. The philosophy behind the move is to have equipment that is light, reduced and functional. For shoes, the key to success is the Traxion sole, which promises an increased grip, as well as Formotion technology for more comfort in the heel area.