The adidas "Never Quits" spot highlights the unstoppable nature of a3 cushioning technology. The spot follows a runner n a jog in his adidas a3 Transfer shoes. Everything that he passes - a girl on a hippity-hop, waterbeds in a mattress store, car tires, and even a bouncy castle - all collapse or give out as he passes, in contrast to the life-long durability of the a3 cushioning he sports.