The year was 2015, and the world of footwear was in flux. The retro runner craze of the early ‘10s had begun to lose steam, old-school basketball sneakers were seemingly mired in mediocrity and Kanye West, fresh off a frustrating deal with Nike and in a new partnership with adidas, was evolving into the omnipotent footwear deity he is today. Amid these shifting tides, a high-performance running shoe dubbed the adidas UltraBOOST quietly made its debut.
The UltraBOOST was initially released to little fanfare outside the hardcore running community in February 2015. BOOST technology had first appeared on 2013’s Energy BOOST, but at the time it was strictly the providence of performance geeks, with no ends on making an impact in the lifestyle sphere outside of 2014’s cult classic Y-3 Yohji BOOST. Yet when the influential Mr. West was photographed rocking a UltraBOOST “Triple White” in May 2015 and subsequently performed in the pair on multiple occasions, the UltraBOOST — which at the time was readily available at every run-of-the-mill retailer — flew off shelves worldwide.
UltraBOOST was a huge departure [from other running product] for the adidas brand.
Nowadays, BOOST is everywhere in the world of adidas. It’s used on new adidas YEEZYs like the YEEZY BOOST 380 and YEEZY BOOST 700 MNVN, provides hybrid tooling for dozens of homage-inspired adidas Originals releases and much more.
Although the UltraBOOST was carried by retailers ranging from mom-and-pop running shops in Minnesota to elite Tokyo boutiques, only select partners were able to embellish it.
Essentially, BOOST is a signature technology that’s been revealed fully in five years — unlike Air Max, which didn’t reach full-foot proportions for almost two decades.BOOST may need to find new ways to evolve, and with silhouettes like updated Parley iterations, the UltraBOOST 20 and UltraBOOST S&L, adidas has the tools to do just that. Thanks to these new silhouettes and technical innovations like LIGHTSTRIKE, which adidas has recently started to combine with BOOST, there’s plenty to be excited about as the UB enters the latter half of its first decade on the market.
#ULTRA BOOST, #ADIDAS, #YEEZY BOOST, #ADIDAS RUNNING, #KICKS, #Y-3.