Adidas Boost: the Sneaker Technology that Changed a Company'

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Adidas Boost: the Sneaker Technology that Changed a Company'

文章NancyMartinez » 週一 5月 28, 2018 1:46 pm

Back in 2012, if you asked anyone what the hottest sneaker brand in the world was and they didn’t immediately say Nike, you’d have thought they were either insane or lying. Nike's stiffest global Adidas Superstar mens competition, Adidas, wasn’t so much a distant second as an almost non-existent one. In the United States, Nike’s home base, the Swoosh was even more dominant. Its market share of athletic footwear was hovering around 60 percent, and it had just introduced the most groundbreaking sneaker technology of the millenium in Flyknit, the godfather of knit upper running shoes. On both mass market and limited-edition level, from Air Maxes to Air Yeezys, Nike looked unstoppable.

Adidas Superstar womens A little over five years later, though, Adidas is not just more competitive than it was a half-decade ago from a financial standpoint—with reported increases in revenue and market share—but it’s also made up serious ground in innovation and style. What sparked the turnaround? A few things.

Adidas Superstar cheep sale In 2014, Adidas reissued its legendary Stan Smith tennis sneakers behind a massive marketing campaign, helping make them the coolest shoes among both fashion designers and brunch-going bros. They also signed Kanye West, whose Yeezy line of sneakers pushed Adidas to the top of the hype conversation. But Adidas also owes much of its recent success to a white foam sole called Boost, which set a new standard in comfort and cool in the sneaker market. (So much so that we've started referring to Adidas's history in terms of B.B. [Before Boost] and A.B. [After Boost]). Five years after the first Adidas Energy Boost hit shelves, it’s worth breaking down how Boost, well, boosted Adidas to the top of the sneaker game.
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