Updated with Video:
I did this video to take a regional look at adidas. This video is attempting to establish the complex issues around the roll out of the new UltraBoost 21.
Posts on arch that were referenced in this video:
https://arch-usa.com/adidas-should-pull-back-from-traditional-sneaker-retail-with-the-ultraboost-21/
https://arch-usa.com/forced-or-opportunistic-contraction-empty-shelves-at-sneaker-retail/
Retailers mentioned in this video:
Breakaway Running: http://breakawaymemphis.com/
Fleet Feet: https://www.fleetfeet.com/
A team of our leading designers and product developers worked closely with the adidas running community and testers to create the new ULTRABOOST 21 silhouette, which reimagines the original ULTRABOOST
I’ve discussed the fall from grace of the UltraBoost. The shoe is no longer favored by teens as a sneaker that represents cool. At traditional retailers, Foot Locker, Finish Line and other mainstream stores, the shoes are on sale and marked down almost as quickly as the product hits the shelf. This is a moment where a more controlled roll out of the product is needed. This is the flagship model for the brand and it’s clear the model is rooted in performance (and has always been rooted in performance). While small mom and pop shops are losing Nike, and urban retail accounts are also losing Nike, I think it would be a mistake for adidas to go all in with those accounts.
I think this model should be geared towards specialty running shops and the UltraBoost should never be treated as a crossover product again. If the model shifts into sneaker culture organically, that’s fine. It should not be thrown in with collabs for pop culture and it shouldn’t be given away to pop stars or entertainers to try to generate cool. It should be utilized in direct marketing strategies for new runners and made available with a stream of training initiatives.