The mythical tale of the adidas Ultra increase begins on a particularly cold day back in January 2015. unveiled by Yohan Blake, David Villa, Sammy Watkins, and a team of elite athletes at a secret location in new York City, absolutely no one knew that they were about to see history in the making. accompanied with the outstanding claim that it was the “greatest running shoe ever”, numerous were quick to question this lofty statement, but five years later it remains true to its word, and here’s why.
At its core, the legendary Ultra increase features a relatively easy design, especially when compared to a lot of running shoes from Nike and ASICS that were already dominating the market. featuring a stretchy upper that provided up a sock-like fit, the wearer’s foot was held in by a TPU cage that was decked out in three stripe branding across the lateral and medial sides. This was then assisted with a heel cup around the back that offered full 360 degree support and stability with every step. While this all sounds pretty damn breathtaking, it really wasn’t anything to write home about. In fact, what made the UB so spectacular was everything that was packed in the bottom half of the shoe.
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While it certainly wasn’t the first time that increase made its grand debut, it was certainly the most memorable time. Unbeknownst to many, the German huge actually released its award-winning cushioning technology two years prior with the energy Boost. A silhouette that made headlines in 2014 when Dennis Kimetto crossed the finish line in world-record time at the Berlin marathon wearing a pair, the hype failed to extend beyond the running community. Without a second to spare, adidas’ top designers headed back to the drawing boards.
The ideal fusion of form and function, not only did the Triple White look good, the tech behind it all was way ahead of its time. A culmination of three of the Herzogenaurach-based company’s newest and greatest sneaker developments including Primeknit, Torsion, and now Boost, this was all stuffed in a sleek and streamlined package that completely improved upon the energy increase in every way, shape, and form. This was all the result of numerous years of research and development and various rounds of testing.
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From NASA’s world-renowned ARAMIS system to crash tests from Boeing and Audi as well as a multitude of vibration analysis and durability studies, the numbers were there to show that the UB was practically ideal for any sort of surface and environment. In fact, statistics showed that it provided 20% much more energy return than its predecessor, and while that may not sound like a lot to the average Joe, it was really unlike anything that we had seen before.
To add to this, it had the advantage that it came about at a time when the sneaker scene was growing at an exponential rate. According to American market research company The NPD Group, the industry grew by 8% in 2015, generating $17.2 billion and marking one of the best performances that it had in years. To put this in layman’s terms, this is about a 40% increase because 2004. It goes without saying then that not only did the Ultra increase sell out, it was selling out so fast that supply simply couldn’t keep up with demand.
“While there was remarkable volatility at the category level, the overall strength of the industry was clearly apparent in 2015.”
– Matt Powell, Vice president and sports industry analyst at The NPD Group
If you thought that the renowned Ultra increase was at its top at this point, you would be wrong, very wrong. fast forward five months from its initial debut, and the “Triple White” made a grand entrance when a certain artist wore a pair on-stage at the billboard music awards and at PowerHouse. through the heavy censorship, smoke, and pyrotechnics, the one and only Kanye West hopped enthusiastically around while rocking the clean cut creps.
Almost immediately, the minimalist colourway shot up to superstardom and sold out absolutely everywhere, with third party marketplaces selling pairs for over £1,000. While this number may sound a bit over-the-top, the thing is, people were actually purchasing them. The hype was certainly real and it wasn’t going anywhere, anytime soon. As Ye once rapped in 2011’s Grammy-nominated, platinum certified view The Throne, “Who gon’ stop me? who gon’ stop me, huh?”
A few months after this game changing event, adidas began to reach out to various brands to collaborate on the running-turned-lifestyle shoe, and kicking it all off was an environmentally friendly partnership with environmental initiative Parley For The Oceans. While the collab is still going strong even half a decade later, it all started with a prototype pair that was limited to just 100 pairs worldwide. The brainchild of British designer Alexander Taylor, it’s crafted from waste plastiC coletado em oceanos ao redor das Maldivas. Isso não apenas transformou completamente como as pessoas usam materiais para calçados, mas também abriu o caminho para uma moda muito mais sustentável e ecológica.
Nos anos seguintes, a Adidas revisou, refinou e reformulou o aumento ultra, por um total de quatro gerações, com uma variedade de ramificações ao longo do caminho. Desde o 1.0 até o 4.0, eles também lançaram uma tonelada de variações, incluindo o ATR, o Clima, o DNA, o Laceless, o Mid, o PB, a camurça e o couro, o não -papo e muitos recentemente, o 4D Isso é feito da tecnologia de síntese de luz digital que define o gênero do Carbon, que literalmente usa solas de luz e oxigênio para imprimir em 3D FutureCraft. Tudo isso tem suas próprias características e funções distintas que alternam o jogo por si só. A gravadora alemã de calçados também mudou de corredor para a passarela, unindo -se a centenas de marcas e designers ultrapassados, incluindo Ronnie Fieg e sua marca Kith, Stella McCartney para uma linha exclusiva feminina, boutiques de tênis escandinavos, como Naked, Sneakersnsnstuff e madeira e madeira Wood, bem como uma multidão dos melhores de Tóquio, como Atmos, Bape, Kolor e Bairro.
“Desenvolvemos o aumento da Adidas Ultra para ser o melhor tênis de todos os tempos, mas, ao mesmo tempo, desenvolvemos que seja culturalmente relevante – o melhor desenvolvimento não é nada sem relevância cultural”.
– Matthias Amm, diretor de produtos da Adidas Running
O aumento ultra percorreu um longo caminho, porque suas origens humildes em 2015. Começando como um modelo influenciado por faixas que foram feitas para os principais corredores e atletas do mundo, agora se tornou um ícone cultural desenvolvido para os tênis e fashionistas mais significativos do mundo . Embora o mais recente aumento do Ultra 19 e o Ultra Aumento de 20 iterações certamente não atingisse esse ponto ideal que fez a silhueta tão lendária quanto antes, parece que o próximo aumento do Ultra 2021 voltará às suas raízes.
Com uma semelhança impressionante com o par original lançado em Nova York, o UB21 leva tudo o que as três listras aprenderam nos últimos cinco anos e colocaram tudo em um sapato incrivelmente elegante que é familiar, mas diferente ao mesmo tempo.
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Com uma parte superior do Primeknit totalmente redesenhada, muito mais leve, ele abre a configuração de gaiola de uma peça que foi introduzida no UB19 e no UB20 a favor do design da OG que todos conhecemos e amamos. Uma xícara de calcanhar futurista abraça suavemente as costas como um abraço suave, e abaixo você encontrará um aumento insanamente robusto que é o dobro da altura para conforto e amortecimento que foram literalmente levados para outro nível. Embora ainda não tenha sido anunciado oficialmente, fica claro que o futuro do Ultra Aumento está no passado.
De 2015 a 2019, a renda anual da Adidas aumentou 40%, com o crescimento chegando a 70% mais rápido quando comparado aos concorrentes como a Nike. Tudo isso foi graças a uma técnica de marketing agressiva, bem como a produtos inovadores, como o Adidas Ultra Boost. A realização de um aumento de preço das ações de mais de 260% em apenas cinco anos, para pensar que todo esse desenvolvimento aconteceu nesse curto espaço de tempo, apenas nos deixa emocionados ao ver o que está na loja nos próximos cinco anos. Você está pronto para que o jogo de tênis seja alterado novamente? Nós com certeza somos.
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