30 Oct '16, 10am

We Speak to the VP of Design Behind the adidas UltraBOOST Uncaged

We Speak to the VP of Design Behind the adidas UltraBOOST Uncaged

The UltraBOOST Uncaged highlights the fact that adidas embraced what consumers were doing to customise their own Ultra Boosts. When did you first hear about kids cutting up the original design design? We actually saw people cutting the cages off their Ultra Boosts pretty soon after we launched the shoe last year – it was really great to see such creativity from people out there. What we didn’t expect was just how excited people were by this idea, and the uncaging movement had a real momentum behind it. We saw images popping up all across social media and there is even a Youtube tutorial that is up to around a couple of hundred thousand views. It was really inspiring for us to see people customising and personalising their Ultra Boosts and I felt really proud that we had somehow enabled that creativity out there.

Full article: https://www.sneakerfreaker.com/articles/we-speak-to-the-v...

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