There was a time when Adidas was selling out multiple random colorways of general release NMDs on weekday mornings, but that time certainly isn’t now. Even re-releases of some popular Ultra Boost models have failed to generate much excitement thus far. Boost still reigns supreme at the top of casual cushioning ladder—it’s widely known, instantly recognizable, and often imitated. But Adidas has been largely complacent when it comes to building on the success it brought to the brand a few years back.
The Ultra Boost, the brand’s most popular non-Yeezy model in recent memory, has remained mostly unchanged since it’s 2015 debut. There have been updates to the upper pattern, cageless variations, different cuts, and countless colorways, but it’s still basically the same old Ultra Boost that the sneaker world fell in love with three years ago. And the world wants something different to love in 2018.
New models that the brand has tried to push have fallen on def ears. The Prophere, Deerupt, and POD System have all been met indifference. Consortium drops that were instant sellouts a few years back are now hitting sale racks. Even Pharrell Williams’ collabs have lost the clout that they once held. The sneaker world was ready for something new when Adidas began capturing long lost market share over the past few years, but has been offering more of the same ever since.