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…