[url=http://www.adidasrunshoes.uk.com/]adidas shoes sale[/url] That’s why, co-owner Deon Point says, the running-first Ultra Boost wasn’t even initially offered at Concepts when it dropped. But once it hit Concepts’ shelves, the style’s popularity in 2014 and 2015 as an everyday shoe signaled a turning point for Adidas’s business at Concepts. “Before Boost, Adidas was relying on its classics,” like the Stan Smith and Superstar, Point says, “but frankly it was kind of hitting a wall. When Ultra Boost came out, it was sort of the perfect combination of technology and style. Moments like that are few and far between.” Foot Locker executive Lauren Peters noted a slowdown in sales of the Adidas Superstar, which was the best selling sneaker of 2016 in the United States.)

[url=http://www.adidasrunshoes.uk.com/]adidas shoes sale uk[/url] While this might not be great news for Foot Locker and Adidas in the short term, the trend suggests that Boost-adorned kicks will soon be doing most of the heavy lifting for Adidas. Which, in all likelihood, means more shoes than ever designed with—and retrofitted to include—Boost. Today, Point says collaborations with the likes of Pharrell and skate brand Palace have helped Boost stay relevant. These shoes don’t do major volume for Concepts, but they’re a reason to come into the store—and a reason to shop Adidas.

[url=http://www.adidasrunshoes.uk.com/]adidas running shoes sale[/url] And while Nike is still the store’s number-one brand in terms of volume, Adidas is making up ground. “Adidas really took over the place of the six or seven brands that all used to be behind Nike. Now it’s really just Nike and Adidas,” he says. One way to keep attention on Boost is improving it. “We are not stopping with Boost. We are innovating within Boost, as we showed with the launch of Boost Light last year,” Adidas’s Am says. But like the original Boost, Boost Light—which is exactly what it sounds like—is currently only use for its top-line marathon shoes. In other parts of Adidas’s business.

[url=http://www.adidasrunshoes.uk.com/]adidas running shoes sale uk[/url] Boost also gives Adidas an advantage when it comes to actually making shoes faster than the competition, particularly at its new Atlanta “Speedfactory.” But making Boost lighter and faster isn’t the game-changer Adidas will eventually need to keep making up ground. For now, the shoes aren’t ready to be mass-produced for a number of reasons. For one, they demand some serious technology that involves liquid plastic, light, and air to create their web-like soles, and Adidas simply doesn’t have enough equipment right now to scale production. And while Adidas just opened Speedfactory as the first step to making shoes faster.

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