It shouldn't come as much of a surprise that the debut of adidas' latest Ultra Boost model was a successful one. According to the brand, it sold 11,000 pairs of its Ultra Boost Uncaged in the first hour of its release, making it the fastest-selling adidas performance shoe ever in America.
Adidas' senior director of running in North America, Paul Bowyer, cast the success of the shoe as part of a larger momentum shift for the brand in the running category.
"The momentum we have in running is undeniable," Bowyer said. "Adidas has the best innovations in the industry with Boost, Primeknit, and now Bounce. And today, with high style performance products and impactful execution, we’re connecting with consumers like never before. We’re seeing runners switch brands, athletes choose adidas over our competitors and sneakerheads demand a performance shoe. Adidas Running will continue to accelerate and we’re eager to share what’s next."
The most popular Ultra Boost Uncaged releases to date have been those with colored Boost cushioning on bottom. For those colorways' release in New York City, adidas partnered with CNCPTS for a sneaker campout event.