Ultraboost by Adidas


Adidas has an enormous sports apparel business, yet they understand style and hype. They have purposely (and maliciously) limited the supply of many of their fashion lines, to increase the hype around the various brands. Fellow Louper and Rumble founder Andy S. made me crave the shoes that he was sporting, the Adidas Ultraboost. I am aware, but not deeply involved, in the shoe trading culture. Sorry, I refuse to wait on lines to get the next great shoe in limited supply so that I can capture the arbitrage between the retail and market prices; I will leave that to others (God bless capitalism!). But I did find a pair of the Adidas Ultraboost running shoes while minding my own business while my wife was shopping in Sardinia. I walked into a store called Dope Factory (who could resist) and found myself the shoes that weren't available to me online! They are very comfortable (the Primeknit hugs your foot like a sock), good for running (enhanced cushion), and look great with a pair of jeans (in my opinion!). And most importantly, I wasn't shut out and didn't have to wait in line. They are less limited than Yeezy (not my style) and unfortunately as of now, less valuable. Let's see how hot they become. All I know is now I have the proper rare shoes to see the even rarer solar eclipse!