adidas Is Getting Exactly What They Wanted Out of Kanye, and The Ultra Boost Is Proof

Industry reports say that the addition of Kanye West to their stable has resulted in positive effects for adidas Originals, but the bulk of adidas’ profit and focus goes toward their performance gear, which the Yeezy Boost isn’t part of. Still the brand is reaping immense benefits of Ye’s influence and his recent sightings in the Ultra Boost and ESM Boost are a clear indication that the Kanye Effect is entirely real. The Ultra Boost, already a hit with runners and a select few, is now getting the attention of sneakerheads who suddenly have interest in Boost technology and its products, so to say that Kanye West will be irrelevant outside of Originals is, simply put, inane. Sales of the shoes will undoubtedly go up and his many followers are now waiting on the next adidas shoe he’ll be lacing up next before the next Yeezy Boost release goes down. The all-white pair that Kanye’s been donning (and you’ve been inquiring about) is available at select adidas shops like Sneaker Politics.