19 Oct Adidas NYC Flagship To Offer Fully Customizable UltraBoost Xeno
“We believe that customization is the best tool of self-expression for all creators,” said Paul Bowyer, head of Adidas Running in the U.S.
Following up on its Mi UltraBoost Rainbow model released earlier this year, Adidas unveiled a version of the UltraBoost Xeno that can be personalized through MiAdidas, the brand’s customization function. The release marks the first time the Boost midsole will be available in black for customization.
The new UltraBoost features a monochrome colorway accented by light-responsive Xeno iridescent technology details. Fans can create their own style and add design elements through mesh upper, caging, laces and outsole customization options, with the Xeno effect on the tongue logo and heel pod.
Miadidas is celebrating the launch with an exclusive augmented reality experience that demonstrates in a preview how a fully customized version of the shoe can look.
“We believe that customization is the best tool of self-expression for all creators,” said Paul Bowyer, head of Adidas Running in the U.S. “We are committed to delivering inspiring and innovative experiences to enable our community to fulfil their unique design preferences. The UltraBoost is an iconic silhouette and we are pleased that we can now give consumers the opportunity to customize this shoe with Xeno.”
The shoe will be released on October 20 exclusively at the Adidas store on 5th Avenue in New York.