A year ago today, adidas introduced a new sneaker, the adidas ultra boost white mens that would change the climate of the company’s sneaker game for the next year. Making a bold claim that they were launching the best running sneaker ever, the Boost technology already had people intrigued. The design, however, was a major upgrade from previous Boost runners in the same family tree, so it didn’t seem like too much of a reach for the brand to make this declaration.
adidas ultra boost all terrain has been around since 2013; it was first created in a laboratory by BASF and started as a technical tool for runners looking for the ultimate ride, while trying to knock out steps for their Fitbits. In 2014, the adidas Energy Boost 2 gave the original model to use the technology even more comfort and also upgraded the aesthetics so you could actually wear them outside of the gym. Boost started showing up in more sneakers, including the Derrick Rose signature line, proving that it was useful for more than just running—and that it was the future of the brand.
The Yeezy Boost may have won the Footwear News award for Best Sneaker of 2015—for the record, Complex ranked the adidas ultra boost triple black as the no.1 sneaker of the past year—but the Ultra Boost had the biggest impact for the brand. It pushed major units and gave adidas it’s biggest crossover hit since, well, it’s been a while.
The best part about the sneaker is you don’t have to run off on the plug to get your hands on a pair. That’s the way sneakers were intended to be, and even the way Kanye envisioned his own line. And Between the adidas ultra boost women sale technology and superior Primeknit upper, it is the best running shoe turned lifestyle phenomenon since Nike introduced the Flyknit Racer at the 2012 Olympics.
Here we are a year later—adidas didn’t oversaturate shelves with a million colorways and variations; the brand kept it simple and clean, and gave people the essentials to keep in their sneaker rotations. Even once it got big, adidas ultra boost grey and pink didn’t overthink the Ultra Boost or try to force something on consumers by marketing a product people didn’t want. It really had nothing to do with the original marketing concepts or press kits, the success of the Boost was just life dictating the trend’s direction. You can have all the dope lookbooks, influencers, and paid content you want, but, at the end of the day, you simply need a hot product—and adidas gave everyone just that.
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