[url=http://www.adidasshoesnz.co.nz/]adidas shoes nz[/url] But what makes Boost genuinely innovative? It’s all about what running shoe designers—and marketers—call “energy return,” which is what Am was talking about with the Boost bouncy ball. When it comes to wearing the shoes, it’s one of the first things you notice—they feel not unlike a very nice memory foam mattress. “The thing about Boost is that the minute you put it on, you know it’s a completely different experience than anything else out there. The comfort is something everything gets,” says Andy Barr, Adidas Director of Global Creation for the brand’s US Running Footwear division.
[url=http://www.adidasshoesnz.co.nz/]adidas shoes online nz[/url] In 2012, the year before Boost hit shelves, Kenyan Patrick Makau set the world marathon record while wearing the Adidas Adios 2, which, while lightweight, doesn’t pack any squishy sole units. But while the brand had success among the world’s most elite runners, everyday runners—especially in the United States—simply didn’t care. In 2013, Adidas only held two percent of the U.S. market share in the running shoe category, a number that remained stagnant until 2015. Today, that number is more than nine percent, according to Barr.
[url=http://www.adidasshoesnz.co.nz/]adidas originals shoes nz[/url] “No one was wearing running shoes casually at the time, either.” Barr is right: Today 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 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. 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.
[url=http://www.adidasshoesnz.co.nz/]adidas originals sale nz[/url] West has his naysayers in the industry who, understandably, question 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 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 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.
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