This is what happens when things show up at the office at the same time. Between adidas Running sending us Ultra Boosts and alphaBounces to get us ready for some springtime running and training, Originals hooking us up with a variety of kicks during our trip to Portland, and catching up on various seeding packages, it made for a busy and longer unboxing video than usual. But it also shows you how far the three stripes has come in the past few years.
As recently as 2014, packages from adidas coming together at the same time was rare. Not because the brand wasn’t about promoting their products, but rather they didn’t deliver hype-wise, which is key in to sneaker culture. A few smart moves later, like the emergence of Boost, the embrace by the fashion world of the Stan Smith, the signing of James Harden to be the face of the brand, and the reimagining of EQT for a modern audience, helped adidas regain their footing not only among the general population but with the tastemakers and influencers as well. I’m not one to stroke my ego and say that Kicks On Fire influences anybody, but we can say with confidence that the brand is hitting a stride with consistent hits that we haven’t seen in a very long time. Now they just need to bring back the Lendl and Edberg (maybe with Boost) and we’ll consider this comeback complete.