The brand asked followers to vote for one of six customizable options for its UltraBoost Xeno with the iridescent Xeno effect on the tongue logo and heel pod, which was just released as fully customizable.
In a 24-hour poll that took place Nov. 9-10, participants voted for their favorite silhouette, selecting a number of customizable options, which included the ultra-cushioned Boost midsole—available for the first time for customization, in black. Followers were also able to pick their preference for the color, the mesh upper, the caging, the laces and the outsole.
“We are a creator brand first and foremost and we want to harness and celebrate the creativity of our social media community,” said Philipp Schapitz, director of communications, Adidas Running.
The winning creation will be produced in a highly limited run—just 50 pairs—and participating voters will be entered to win one of them.
“We are excited that for the first time in Adidas Running we are using social media to enable creators all over the world to together create a unique design which we will then produce,” Schapitz said. “We believe that customization is the best tool of self-expression and we are looking forward to seeing what our community creates for this iconic silhouette.”