Post by cocaloop on Jun 12, 2017 20:18:16 GMT -5
A year ago today, adidas introduced a new Adidas Yeezy Boost 350 v2 Beluga, the Ultra Boost, 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.
The Adidas Yeezy Boost 350 V2 may have won the Footwear News award for Best Sneaker of 2015—?for the record, Complex ranked the Ultra Boost 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 Boost technology and superior Primeknit upper, it is the best running shoe turned lifestyle phenomenon since Nike introduced the Flyknit Racer at the 2012 Olympics.
Adidas hypes the Adidas Yeezy Boost 350 V2 Zebra as “the best running shoe ever.” Such bold claim is primarily anchored on its innovative and revolutionary Boost midsole foam that is not only very cushioned, but also superbly responsive. The superior responsiveness of the shoe is supported by The Three Stripes’ assertion that it is 20% more responsive than any of the Boost models.
Here we are a year later—?adidas didn’t oversaturate shelves with a million colorways and variations; the Adidas Yeezy 350 Boost Oxford Tan kept it simple and clean, and gave people the essentials to keep in their sneaker rotations. Even once it got big, adidas 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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