adidas UltraBOOST, the story behind the shoes that saved adidas - "The Greatest Running Shoe Ever”

More than a running shoe, UltraBOOST represented a turning point for adidas, the beginning of a story that started with a bold statement and ended with an incredible sold-out. If it's true that there wouldn't be the Yeezy 350 without the Ultra Boost, it's also true that there probably wouldn't even be adidas as we know it by now.

Before the release of Yeezy and when adidas' finances were not at their best, a series of coincidences and lucky breaks brought one of the most divisive sneakers of recent years to success as hoped-for as necessary. A story to tell, especially in view of the new release of Triple White, the model that most of all has helped to consecrate the UltraBOOST. If it is true that the world of sneakers does not forgive, it took a lot of courage to accompany the release of a shoe with the phrase “The Greatest Running Shoe Ever”.

While Ye's arrival in the adidas world boosted American sales that had been in sharp decline until then, UltraBOOST remains the most successful Boost model in the brand's history to date. Not only for a large profit margin but also for the ability to fit into that dusty pantheon in need of novelty made of Stan Smith, Superstar and Gazelle.