Sneakers, like pizza, are an addiction for some.
The more you collect (or eat) the more you want.
Like that salty slice of Marghertia DOP you had on vacay in Naples that one time, the harder they are to get, the more you crave them.
Adidas know that scarcity increases demand. That’s why they called on 11 diverse female artists to create 50 one-of-a-kind pairs of UltraBoost X sneakers, each one representing a different US state. Sort of like the state costume bit of Miss Universe, but way slicker.
The capsule included pepperoni pizza-themed sneakers for New Jersey, fern runners for Florida, checkered racing flag wheels for Indiana and cheese sneakers for Wisconsin.
Just over here adding the last pepperoni to these UltraBOOST X’s! I was given free reign by @adidasrunning to glue, stitch, paint, and of course add fake grass to five pairs to visually represent 5 of the 50 states as part of their BOOST the Nation campaign. (Pictured are New Jersey along with Kentucky, Oklahoma, Indiana, and North Dakota) With the powers of 10 other women artists combined, we covered the entire USA! Check out the rest of the project that unifies sport and art (and maybe get your favs?!) here – all proceeds go to Women Win!: http://bit.ly/JenMussari #4thofjuly #adidas #ad #ultraboostx
The ‘Boost the Nation‘ collection was created in collaboration with US publication Refinery29, and later auctioned off, with some sneakers fetching more than AUD$2500.
100 percent of the proceeds were donated to Women Win, an organisation that empowers girls to build leadership skills and address gender equity through sport.
You can drool over the full collection HERE.
Source: Footwear News.