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http://www.wsj.com/articles/adidas-...ts-fortunes-with-kanye-west-launch-1440085493
Boost was created for runners. I believe Ben in the interview. They really did not expect the UB to become as fashionable as quick as it did. I think they knew that it would pick up steam at some point based on the performance of Flyknit Racers and such, but I think it truly has exceeded everyone's expectations in regards to the sneaker/fashion world.
Just saying...This isn't an accident or purely "luck." They're paying some very smart people a lot of money. It worked.
Adidas hopes the tactic will add allure to the rest of its product line. “Only a very limited number of people who want the new shoes will be able to get them,” a spokeswoman for Adidas said. “But they might buy other Adidas pairs.”