Press "Enter" to skip to content

adidas X Extra Butter NYC for the AlphaBounce Beyond is a Good Idea… | Marketing

Share In-Depth News from AHN


When I think Extra Butter I think, “Sneakerhead, kicks, dope, fresh, limited release,  and hype.” Not in a bad way. Extra Butter is simply synonymous for me to shops like Concepts or KITH. It’s an important shop in the sneaker community because like Detroit’s Burn Rubber it’s a destination shop for exclusive kicks. Which makes this release puzzling. The AlphaBounce is not a “limited” sneaker concept. It’s a performance model and that adheres to adidas’ shift to performance and athletic creators, but it doesn’t quite fit into the mold of Extra Butter drops.

The shoe is dope and I really like the presentation and the decision to test it utilizing a concept of community building sessions which will also be livestreamed.

“To celebrate the launch, Extra Butter will offer complementary services for runners throughout the month including livestreamed VO2 Max testing by custom performance on a Woodway treadmill and Recovery by NormaTec. VO2 Max is the measurement of the maximum amount of oxygen that an individual can utilize during intense exercise. A recovery space will be available where customers are provided with 20 minute NormaTec leg compression sessions. In addition, Extra Butter and adidas will host a series of free runs and yoga sessions.”

But to me this would have been better served hitting a running shop. In Memphis we have an incredible running community based out of two distinct running stores: Breakaway Running and Fleet Feet Sports. We also, like all major cities, have a rash of CrossFit gyms. The AlphaBounce is for that community. I know it’s a limited release and it will probably sell out because of this, but this simply doesn’t seem like the best collab that could have been presented. There is some disconnect there in the marketing and sales department. The shoes are dope though…

Chris Burns on FacebookChris Burns on GoogleChris Burns on LinkedinChris Burns on TwitterChris Burns on Youtube
Chris Burns
Chris Burns
Founder, Writer and Webmaster at ARCH & CBP
Chris B. is the founder of ARCH.

The ARCH network is unlike other sneakerhead sites. ARCH is a more informative look into sneaker culture. By presenting information about the business of sportswear through marketing analysis, updates on stock prices and introductions to new brands and styles, the site is easily distinguished from the everyday site only giving you release dates.

You can follow me on Twitter or any of the links above.