Today, adidas Running unveils the all-new adidas Ultraboost 19, the most responsive, energy-charged version of the iconic running silhouette to date.
Source: ADIDAS RUNNING UNVEILS THE NEW ULTRABOOST 19; THE MOST RESPONSIVE ULTRABOOST EVER
I still like BOOST. I’m biased. I wear Epic Reacts in different colors and I ditched BOOST based shoes outside of my NMDs which I barely pull out of the box, but I still like BOOST. I like it even more because I can get UBs for 69.99 at some stores and that sucks for adidas, but it’s a win for me because I buy lots of shoes and I like BOOST.
Now that I’ve gotten my Dr. Suess styled introduction out of the way, I want to really get into this. The new UB19 is set to drop and because Nike so thoroughly dominates the headlines of sneaker websites, there haven’t been many “on foot” reviews or articles about the latest running shoe from adidas. To be honest if I didn’t check the sneaker sites daily I wouldn’t have known.
I visit at least three shoe stores a day and I haven’t seen any in store merchandising or any wall space allotted to the UB19. Not even at JD Sports led Finish Line who at least still has adidas at the front of the store; albeit the front corner of the store, Nike has the door entrance. Now granted the shoe doesn’t drop until Feb. 21st and today is the 19th, but this is a part of the problem at retail. The store fails to build the narrative and the brand doesn’t ask the store to do so. Right now on the adidas wall there should be an interactive display highlighting the upcoming release and information should be made available for those purchasing any adidas. I do realize that I’m asking a lot, but I want a more active sneaker store and I want an adidas that is getting sell through because it makes the sneaker market healthier.
The shoe looks just as comfy as its predeccessor and while I’ve had a serious issue with knit shoes and the lack of toebox design, adidas made an effort to utilize reinforced knit in sections to give the appearance of various materials at the toe. The heel counter in the previous model which was a full TPU cradle has been exchanged for a 3D Heel Frame and there is an updated Torsion Spring for greater energy return.
What I’m most excited about is the “glitch” styled launch of the shoe with running campaigns that aren’t defined by traditional running shops. There is an elitist air in running that almost isolates the sport from anyone who decides to participate. adidas has launched a series of videos to show different cultures and how they are running and it’s a beautiful thing to see. The last time adidas made a thoughtful campaign was at the beginning of the NMD, turning the tide and helping to push adidas ahead of Jordan Brand. This is a turn for the brand back to smart marketing and that’s a good thing. Although including the shot of the Warsaw runner’s toe bleeding (runners toe) might not be what a novice wants to see. Check out the videos below.