As the latest addition to the brand’s customizable Miadidas platform, the Ultra Boost Xeno will be offered beginning this week in “very limited supply,” according to the brand.
The company’s Xeno technology was debuted during NBA All-Star Weekend 2015 on the Metro Attitude, Superstar and ZX Flux models. The light-reactive technology allows for never-before-seen looks, with seemingly dark accents illuminating with a rainbow effect under the flash of cameras. The tech has gone on to be used on a number of models and methods, but it’s never appeared on the Ultra Boost — until now.
“We believe that customization is the best tool of self-expression for all creators,” said Paul Bowyer, senior business unit director at Adidas Running. “We are committed to delivering inspiring and innovative experiences to enable our community to fulfill their unique design preferences. The Ultra Boost is an iconic silhouette, and we are pleased that we can now give consumers the opportunity to customize this shoe with Xeno.”
In addition to the Xeno option, customizers will also be able to give the Ultra Boost a black-based Boost midsole, which is a first for the Miadidas platform.
The Ultra Boost Xeno will launch Friday at Adidas’ Fifth Ave. New York location, which will include a 3-D augmented-reality experience that will allow attendees to customize their design in real time. This will be the first chance to create the sneakers, but online readers will have access at a later date.
Readers can sign up now for a chance to create their own Ultra Boost Xeno at adidas.com.
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