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Asics Gel Lyte 5 Donna
« on: Sep 17th, 2018, 8:39pm » |
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A year ago today, adidas introduced a new sneaker, the Ultra Adidas NMD Damen 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 Nike Air Pegasus 83 Hombre 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 runners looking for the ultimate ride, while trying to knock out Asics Gel Lyte 3 Womens 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 Adidas Nmd Donna Rose signature line, proving that it was 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 2Adidas Kamanda Femme 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 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 Nike Air Pegasus 83 Hombre 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 Adidas NMD Mujer 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 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’ Asics Gel Lyte 5 Donna 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.
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