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    • CommentAuthorsooo
    • CommentTimeMar 14th 2019

    A year ago today, adidas introduced a new sneaker, the Ultra Boost, that would change the climate of the company’s Nike Air Max 270 Womens 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 Adidas ZX 750 Femme tree, so it didn’t seem like too much of a reach for the brand to make this declaration.

    Boost has been around since 2013; it was first created in a laboratory by BASF and started as a technical tool for Nike Air Max 2017 Femme 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 Nike Cortez Femme useful for more than just running—and that it was the future of the brand.

    As it turns out, the adidas Ultra Boost truly was on another level. I was fortunate enough to get a pair of the lead colorway—in black and purple—from adidas during NYC All-Star Week last year. I can’t front: After wearing the Energy Boost 2 non-stop in 2014 and knowing there was additional Boost added to the Ultra, I knew this sneaker was going to be a must. As an average sneaker consumer, I probably would have waited until someone gave me a good deal instead of paying the full $180. People were speaking the gospel on the comfort of the Ultra Boost, but I was still hesitant to get a pair. Adidas just needed the right color and the right moment for them to take off.

    It didn’t take long before Kanye got his hands on the Ultra Boost during New York Fashion Nike Air Zoom Pegasus 35 Womens Week, and the sneaker started to pick up some momentum. Yeezy sporting the all-white Ultra Boosts and image of him flying across the stage at a Powerhouse 106 concert in Los Angeles was the hero shot the brand had been waiting for. The image went viral and retailers cashed in on the co-sign. Early adopters were annoyed by the hyperbole, but it was all part of the master plan: Get the most influential style icon signed to your brand photographed wearing your key releases, and watch the money pile up. As Jon Wexler, the Global Director of Entertainment and Influencer Marketing at adidas, has stated in various interviews—?and Kanye has in one of his greatest songs: You can’t really tell him nothin’. Meaning, there was no deal to get him to wear X, Y, and Z before he debuted his own shoes. It was all organic. Just as much as Nike Air Presto Dámské Kanye wore his own signature sneakers with adidas, he also favored a running shoe that has had just as much impact in the industry as his own Yeezy Boost.

    And what kicked off as a game-changing running shoe turned into the hottest lifestyle look in the streets. Whether that was ever the intention or not, adidas’ plans to seems to have worked out just fine. Adidas really needed a sneaker that was capable of looking as dope with an over-sized crewneck and jeans as much as it would with head-to-toe Climacool workout gear.

    Endless Instagram accounts dedicated to what to wear with the Boost were created, taking outfit grids to another level with minimalistic on-body style shots. People did their best to cook up custom pairs with yet-to-be-released colored Boost soles to one-up their peers, and top retailers and designers created Nike Air Zoom Mariah Flyknit Racer Femme their own takes on the sneaker. Folks were cutting the adidas Three Stripes off the shoe, which came in plastic form, to “Uncage” the Ultra Boost. Adidas ended up doing just that on a collaboration with Nike Air Huarache Mujer lifestyle blog Hypebeast for one of the best versions of the greatest “running” shoe, ever. It was clear that the sneaker had surpassed celebrity influence and had become something of a cult classic success, much like Nike had done with the Roshe Run had a few years back.