On January 22, 20015, adidas launched the ULTRABOOST to the global media (about 200 attendees at the New York event), the newest evolution of the BOOST technology that has reminded many runners around the world about the tradition that adidas has in the sport of running.
adidas Ultraboost, photo by the Shoe Addicts
The Running Network has given adidas four awards during the short time that BOOST has been around. The technology was the result of a long time development project with BASF, a German technology company celebrating its 150th year in business in 2015. The little beads that are used to create the midsole of the adidas BOOST series of footwear has been called a "paradigm changer" for the brand.
Retailers in North America have told us that while they were caught off guard in 2013 when adidas BOOST launched, many are preparing to support the product as it has resonated like few adidas products in the recent past. Some have compared it to the Dellinger web, launched by adidas in the late 1970s and early 1980s.
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The adidas Ultraboost goes on sale globally on February 19, 2015, and will retail for $180 in North America.