Today both adidas and Under Armour updated footwear tech that will allow customers to paint their own canvases. The UA Icon program launched this year is doing something very unique. Instead of relying on the silo of the same options for design, they are rotating different silhouettes. Recently they dropped the Drive 4 in a customizable Sunrise to Sunset pack and the sell through was incredible. The project was a limited opportunity, but the response was strong enough that they updated the offerings on UA Icon and brought back the Drive 4 and introduced the Curry 1 Low and an Icon Charged 24/7.
In a similar move on the same day adidas launched a colorBOOST version of the UB allowing customers to apply the XENO reflective technology to different areas of the UB. “The shoe will be released on Oct. 20 for $220 exclusively at the adidas store on 5th Avenue, New York where customers will have the opportunity to not only be the first to get their hands on the shoe, but can also take part in a 3D experience which can be used to customize the UltraBOOST XENO in real time. Learn more at: adidas.com/miubxeno.”
This is also the first time the UltraBOOST features an all black customizable version which is definitely a great opportunity for fans of the shoe to take advantage of creating a unique item. The limited nature of this customizable product is in contrast to UA’s decision to make their line up more available. adidas’ move is very similar to Nike’s recent launch of their 90 minute customization process in store. As brand begin to vye for the consumer’s patronage you can expect that in store customization will become more of the norm. New Balance introduced a similar customization in Singapore earlier this year. Use the source links to visit the sites and to read about the articles mentioned in this post use the links below the adidas pictures.