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“We knew we had to do something completely different to what everyone else was doing,” says Barr. “No one was wearing running shoes casually at the time, either.” Barr is right: Today Nike Air Max Command Womens it’s hard to imagine a sneaker market, athletic or casual, without Boost. That’s thanks to not only great tech, but great marketing. Boost may very Nike Air Odyssey Womens well have been a runaway success on its own, but Adidas also has the greatest one-man marketing machine on the planet on its team: Kanye West.Over the last Adidas Superstar Dames Wit decade, Kanye West has been arguably the most influential person in sneakers. He sold $900 sci-fi inspired Louis Vuitton sneakers in 2009, at a time when streetwear and high fashion still felt like different style universes. At Nike, he created two of the most coveted sneakers of the decade in the Air Yeezy 1 and 2. And since he joined Adidas, the brand’s ability to generate hype for its Boost-adorned products—from West’s Yeezy Boost styles on down—has never been greater.West has his naysayers in the industry who, understandably, question Adidas ZX 700 Donne whether one man’s limited-edition kicks can influence an entire market. But ask those at Adidas, as well as some industry analysts, and they’ll Nike Air Max Command Femme tell you West’s halo effect on Adidas’s entire business is legit. “When you have a product with scarcity [like Yeezy], it puts people in a more premium Nike Air Vapormax Donne mindset, which means they’ll be more willing to pay full price for other categories,” says John Kernan, an analyst at financial services firm Cowen who covers Adidas.
But even before West’s own line of shoes had expanded beyond the high-top, boot-like 750, he was putting Boost on people’s minds. In May 2015, a month before the Yeezy Boost 350 “Turtle Doves” dropped, West was spotted in a pair of all-white Adidas Energy Boost ESM sneakers. Days later, he wore the triple white Adidas Ultra Boost. A few days after that, both pairs were gone from the market, and could only be found on eBay and Flight Club for as much as $600. (Both have since been re-issued several times.)Barr cites Nike Air Huarache Mujer West’s powerful connection with his fans as the reason he moves the needle, especially when it came to the Ultra Boost. “[When Kanye wears something], Nike Roshe Run Femme it’s an authentication,” he says. “What’s interesting is that Kanye picked up the shoes on his own for the same reasons anyone picks them up. The performance, the comfort, the sock-like feel. And so we were all excited to see him wear it.” Kernan, meanwhile, specifically cites the Ultra Boost as the most successful Boost sneaker to date, in part because it has a profit margin “several hundred percent more” than other Adidas sneakers. But it wouldn’t be farfetched to assume that many customers were willing to pay full price for the $180 style (which again as Kernan says is a big deal) because Kanye West wore them first.Beyond Adidas running shoes, West’s own line of sneakers—including Nike Air Max 90 Donne the insanely popular low-top Adidas Yeezy Boost 350—all feature Adidas Boost in the soles save for the new Adidas Yeezy 500. Design-wise the 350 feels Nike Air Max 1 Femme like an extension of the Ultra Boost’s sock-like proposition, albeit a slightly more futuristic version.
More than two years after the first 350 dropped, Adidas released the gray Yeezy Boost 350 V2 “Beluga 2.0,” the most widely available Yeezy Boost to date, which reportedly sold upwards of 200,000 pairs upon its release. So with Boost technology adorning each Yeezy 350 sold, it’s no wonder that the tech has spent the last three years trickling down from sneakers that kids sweat to get to ones even your uncle can pick up at the mall.And here’s the kicker: West joined Adidas in late 2013—after the first Boost release—and didn’t issue his own sneaker until early 2015. But this fact Nike Air Max 95 Dam actually supports the claim that West’s own Boost shoes aided the tech’s mass adoption. Until 2015, Adidas’s U.S. market share was still declining, Nike Air Max 2017 Femme but between 2016 and 2017—when Adidas ramped up production of Yeezy Boost sneakers—that number nearly doubled.Concepts, a sneaker shop in Cambridge, Massachusetts that’s both a boutique and a frequent collaborator with brands like Nike, Adidas, and New Balance, isn’t where local Boston Marathon runners go to shop. Rather, it’s the kind of place that’s popular with kids looking for new limited-edition releases and the kinds of sneakers that turn heads on city streets (slash get a ton of likes on Instagram).