After months of anticipation, speculation, and leaks, the Adidas x Game of Thones collection of Ultra Boots finally gets its official unveiling today. The capsule is comprised of six versions of the Ultra Boost 4.0, each with a specific, Westeros-ian theme, ranging from an icy blue "White Walker" version to a Targaryen-specific pair emblazoned with bright-orange thread and a "Fire and Blood" heel tab.
The "White Walker" Adidas Ultra Boost 4.0. Above, the "Targaryen Dragons" version.
Highsnobiety first broke the news of the collaboration between HBO and the sneaker megabrand, speaking with senior project manager at Adidas Running, Stephan Schneider, about how everything came together. "When you look at Adidas and HBO, or Game of Thrones particularly, you have two powerhouses and two iconic brands," Schneider said. "We wanted to bring a sports icon and blend that with a cultural icon to create a really powerful and meaningful story."
The "House Lannister" Adidas Ultra Boost 4.0.
"The entire project is exciting, but seeing the shoes in person for the first time was a huge highlight," Jeff Peters, vice president of licensing and retail at HBO, told Highsnob. "Translating our show motifs into footwear was a fun puzzle to solve."
The "House Stark" Adidas Ultra Boost 4.0.
Adidas and HBO piggybacked on the approach honed through Adidas's work with other outside collaborators (think: Pharrell, or retailers like Sneakersnstuff) in its Originals program. That lead to the bold colorways to smaller details like house crests hidden away at the throat of the sneakers.
The "House Targaryen" Adidas Ultra Boost 4.0.
"HBO was very open to our suggestions for how we would bring everything to life," Schneider said. "I think that's the beauty of the collaboration between Ultra Boost and Game of Thrones. It speaks to all three dimensions, all consumers. So you definitely talk to the sneakerhead, you'll talk to the Game of Thrones fan, but you'll also have a shoe that you can actually run in. It's just a very cool new spin on a running shoe."
The "Night’s Watch" Adidas Ultra Boost 4.0.
With the final season of GoT itself arriving on April 14, that means you've got time to buy, wait for delivery, and even wear the shoes on a few runs before you sit down with them to see how things turn out for Jon, Dany, and the rest. Mark your calendar.
Retailing at MYR 850, the limited-edition adidas x Game of Thrones Ultraboost will be available for purchase on 22 March 2019 at adidas.com.my and the following stores:
adidas Sports Performance Pavilion
adidas Sports Performance KLCC
adidas Sports Performance The Gardens
adidas Sports Performance One Utama
adidas Sports Performance Genting Sky Avenue
adidas Sports Performance Sunway Pyramid
adidas Sports Performance Midvalley
adidas Sports Performance Times Square
For more information, visit adidas.com/ultraboost. Join the conversation on Twitter and Instagram via #ULTRABOOST and @adidasRunning.
From: Esquire US