SPECIAL DELIVERY: Adidas has a 4D problem and here’s why

When Adidas first introduced the public to their new 4D soles, they marketed them based on their novelty and efficiency. This was new technology that was the next advancement in sneakers. It was bold. Comfortable, yet sturdy. And, most importantly, it was sustainable as a 3D-printed sole. And, initially, the hype was real. But that’s long in the rearview mirror now. And 4D hasn’t had nearly as much fanfare around it as Adidas more comfortable boost alternative has. And, as a result, we see some 4D units struggling to move off of online and real-life shelves. That’s exactly what happened with Packer’s and Adidas’ latest Ultra 4D collab. This is an absolutely stunning shoe. The colors are perfect. The 4D sole gives it great accent. But…it didn’t sell out on release day despite its looks and its hype. The Special Delivery crew explores why on the latest episode where Sykes dives into Packer and the issue he sees with Adidas’ 4D soles. You won’t want to miss this one.

SPECIAL DELIVERY: Adidas has a 4D problem and here’s why

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