The Rise and Fall of Adidas Boost: What Happened?

ah yes I remember it like it was yesterday my big bro nacho and I going to Ross Dress for Less in Burlingtons Co factory in search of gold we've always been broke so we had to find alternatives to paying Rito we were on the hunt back then for some of the most hyped shoes on the market and no I'm not talking about the Nike Lunar charge what are you crazy I'm talking about the industry game-changer the one and only the adidas ultra boost welcome back to the channel everybody if you're new here my name is Brian and my brother nacho and I make videos on sneaker history and all things related to sneaker culture so if sneakers are you're seeing then please consider subscribing to this channel because we drop videos like this all the time and you won't want to miss an upload alright guys with that out of the way let's get into the video if you've been paying attention to what's been happening in sneaker culture then you're probably not surprised to learn that the adidas Boost line has lost the cultural impact and relevant it once had it lost its hype I mean all you have to do is take a look at their latest offering the adidas ultra boost 20 its uninspired tired and gimmicky that's not to say that other brands don't make cringe-worthy sneakers they do all the time that's also not to say that boost equipped adidas aren't some of the most comfortable and best performing sneakers you can bless your feet with there's a multitude of reasons why boost isn't as popular as it could have been but first let's get into a little history back in 2007 the german chemicals company BASF developed a new technology they called energy capsules tiny white beats that when molded together with steam create the boost sole that we've all come to know legend has it that BASF pitched this technology to Nike first but they turned him down adidas however was interested and after a few meetings adidas signed an exclusive licensing agreement with BASF I didn't spend several years making prototypes and in 2013 the revolutionary cushioning material debuted on the energy boost the running mold was turned on the Ted and the shoe was praised by running professionals as one of the best shoes of the year boost even made headlines when Dennis cameto crossed the finish line at the 2014 Berlin Mary in world-record time wearing a pair of Audis zero audios boost unfortunately the shoe basically went unnoticed outside of the running world 2014 saw the release of the first adidas shoe to feature booths extended all the way through the midsole the adidas pure boost while the energy boost with straight performance the pure boosts had more of a sleek design that made it lifestyle ready the sneaker launched as a footlocker exclusive and had a lot of hype behind it but it wasn't until 2015 when adidas unveiled the highly anticipated ultra boost that things got really crazy a perfect combination of style and performance the ultra boost featured a primeknit upper and boost running along the entire sole of the shoe it was equipped with other adidas proprietaries like the torsion support bar and the long-lasting continental rubber outsole adidas marketed the shoe as the best running shoe ever and they had a group of elite athletes like David BIA and Yohan Blake to back it up even though the ultra boost was advertised as a performance shoe it got major traction in the fashion world thanks to its comfort and sleek design the ultra boost was a massive hit with the general public adidas original plan was to mass-produce to shoot but because of the shoes technological advancements manufacturing wasn't so simple in fact adidas had only one factory in the world that was capable of producing the ultra boost when it released this accidentally created scarcity in the market and we all know who loves scarcity and hard to cop sneakers sneaker heads this was only amplified by Kanye West's performance at the 2015 Billboard Awards where Kanye wore a pair of unreleased triple white ultra boost the hype for this shoe was so huge that when they did eventually drop they sold out instantly it created a domino effect and sneaker head started to gravitate towards other colorways as well adidas collabed with many artists and designers including Stella McCartney and even a non-profit company called parlay which helps Adidas use plastics and ocean pollution to create sneakers they released dozens of colorways of the ultra boost and eventually made cageless versions of the sneaker adidas just kept building on the legacy of the ultra boost by releasing different variations of the model and new colorways including the popular nmd model that crushed the market when it first came out was proving itself to be the most revolutionary sneaker innovation in decades an adidas knew it as for what was next for boost well the timing couldn't have been any better for adidas to partner with Kanye West in his easy line adidas gave Kanye that creative freedom and attention that Nike wasn't giving him and as a result ended up creating one of the most successful brand partnerships in the world the easy line obviously there's a lot of history turn Ravel here so that will be addressed in a separate history video on Yeezys but let's talk about what happened to adidas in just a few years after the release of boost technology adidas was starting to eat up Nikes market share in the u.

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they even passed up Air Jordans as the second most popular shoes in the country this was a new all-time high for adidas who previously hadn't had this much success in the u.

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before and it wasn't just boost that was getting love adidas Originals like the Stan Smith and eqt models were getting a lot of attention as well many adidas has thought the company finally had a chance at dethroning Nike as the top sportswear brand in the world but unfortunately that just wasn't the case so what exactly happened to all the hype it's all this build-up and momentum that adidas had well the truth is there is no single reason why adidas lost their momentum it's a combination of several factors for example Nike saw a lot of success with their vapor Maxon react line while adidas kept milking boost technology releases like the adidas tear upped and the adidas pro fear were massive failures and ended up at discount retail stores fashion was changing rapidly and whether you liked it or not the chunky dad shoe look was in and Nike once again dominated the trend with the nike air monarch and the Nike m2 case meanwhile adidas kept making the same old sock style shoes and unfortunately fell out of favor with the public even Easy's ticket hit due to Kanye's at the time frequent controversies let's face it the biggest reason that Deena's boos shoes couldn't hold on to the popularity they had in the US is because the shoes like storytelling maybe it's because adidas is a German company and they don't have the American roots Nike has or maybe it's because they chose to solely focus on performance which is great too but people love stories the stories behind the design and the inspirations that went into it regardless though adidas is still one of the top contenders for the world's best shoe brands but what do you guys think but hey since we're on the topic of storytelling we've put together this playlist for you of all the sneaker history videos that we've done we've done the adidas Stan Smith we've done the adidas superstar we just did the airmax one a lot of cool stories in those videos so why don't you go ahead and check that out and I'll see you over in those videos peace [Music].