2017 adidas Highlights: Unveiling the Best Moments in Sneaker Culture

The Year of Three Stripes Triumph

In the ever-evolving world of sneakers, 2017 marked a monumental chapter for adidas. The Brand with Three Stripes not only maintained its stride but sprinted into the limelight with a relentless wave of releases, collaborations, and unforeseen events. As we delve into the extensive highlights of Herzogenaurach’s sneaker empire, it becomes evident that adidas didn’t just have a year; it had an era.

Pharrell’s ‚Human Race‘ Hu NMD Trail: A Triumph of Creativity

The year commenced with Pharrell Williams once again proving his prowess with the ‘Human Race’ Hu NMD Trail. This collaboration breathed fresh air into the NMD series, with four vibrant colorways graced by the words Breathe, Walk, Moon, Clouds, Earth, and Body. However, the hype surrounding these releases transcended the typical sneaker buzz. From New York City to Kuala Lumpur, tensions in queues reached a boiling point, culminating in physical altercations – a stark contrast to the harmonious message intended by the collection’s thematic words.

But Pharrell’s influence didn’t stop there. Exclusive drops like the ComplexCon-only N.E.R.D Hu NMD and the extravagant €1000 Pharrell x Chanel Hu NMD showcased the artist’s ability to seamlessly blend music, fashion, and footwear. These releases weren’t just shoes; they were coveted art pieces, creating ripples across the sneaker landscape.

Yeezy BOOST 350 v2 and the Wave Runner 700: The Yeezy Phenomenon Continues

No discussion of adidas in 2017 can be complete without diving into the Yeezy realm. The Yeezy BOOST 350 v2 maintained its status as a juggernaut, swiftly selling out with each drop. Names like ‘Zebra’ and ‘Semi Frozen Yellow’ became synonymous with hype, creating a frenzy that transcended the typical sneaker market. The surprise rerelease of the ‚Zebra‘ caused shockwaves, forcing reseller prices to plummet from an astronomical $3000 to a mere $550, showcasing the unpredictability of the Yeezy market.

As the year unfolded, the unexpected Wave Runner 700 burst onto the scene. Departing from the traditional Yeezy drop model, this silhouette landed unannounced on Yeezy.Supply. Remarkably, fans had more than a fleeting moment to secure their pairs, with shipments hitting doorsteps three months later. The Wave Runner 700 not only added a new dimension to the Yeezy lineup but also hinted at the brand’s future explorations.

BOOSTing Up: adidas Surpasses the Jumpman

The 2017 financial landscape saw adidas soaring to new heights, quite literally. In a groundbreaking move, adidas overtook the Jumpman, securing its place as the second most popular sportswear brand in America. The numbers were staggering – a 31% sales growth in North America and a 29% surge in China. Online sales, the barometer of modern retail success, ballooned by almost 40%. While the Yeezy line undeniably played a pivotal role in this surge, adidas proved it was more than just BOOST-bottomed sneakers.

The ‚Kanye Effect,‘ a term popularized by many, didn’t resonate with everyone. Notably, Matt Powell viewed it as more of a ‘zero impact’ phenomenon. Regardless of the debate surrounding Kanye West’s influence, adidas showcased a multifaceted strategy that blended hype-driven drops with broader market appeal.

A Brush with the Law: Jim Gatto and the FBI

Amidst the triumphs, adidas faced a severe test when Jim Gatto, the global sports marketing director, found himself in the crosshairs of the FBI. The charges were serious – bribery of high school basketball players to enroll at adidas-sponsored colleges and subsequently sign with adidas upon entering the NBA. This revelation sent shockwaves through the sports world, with a New York Times writer dubbing it the ‘darkest day’ in college basketball history.

The brand’s response was measured, asserting their lack of awareness of any misconduct and pledging full cooperation with authorities. This incident not only posed a legal challenge but also prompted a reevaluation of the intricate relationships between sport, sponsorship, and corporate responsibility.

NMD Continues to Dominate: Paving the Way for Future Innovation

While the Yeezy and Pharrell collaborations stole much of the spotlight, the NMD series continued to thrive in 2017. Traditional iterations may not have caused the same chaos as in previous years, but they held their ground as a staple in sneaker culture.

Pharrell’s influence extended beyond the Hu NMD Trail, with exclusives like the ComplexCon-only N.E.R.D Hu NMD and the extravagant €1000 Pharrell x Chanel Hu NMD. The latter, with its eye-watering price tag, hinted at the potential for luxury collaborations within the sneaker realm.

Beyond the Sneakers: adidas‘ Collaborative Landscape

In 2017, the collaborative landscape of adidas underwent notable changes. The long-standing partnership between Rick Owens and adidas came to an end, marking the conclusion of a four-year collaboration that had produced avant-garde silhouettes.

Adidas also made waves in the realm of innovation with Futurecraft 4D. This groundbreaking technology, fueled by ‚Digital Light Synthesis,‘ pushed the boundaries of shoe construction. The result was not just a sneaker but a testament to adidas‘ commitment to pioneering advancements in footwear.

UltraBOOST Evolution and Prophere’s Bold Entrance

As the year progressed, the UltraBOOST line continued its evolution. A sleek Laceless iteration and the 4.0 model added new dimensions to the beloved franchise. The sneaker community eagerly embraced these releases, solidifying UltraBOOST’s status as a perennial favorite among enthusiasts.

In the midst of these advancements, the Prophere emerged as a bold contender. With its robust sole unit, the Prophere signaled a departure from the sleek aesthetic dominating the market. The sneaker promised big things for 2018, hinting at adidas‘ willingness to explore diverse design elements.

Conclusion: The Tapestry of 2017

In retrospect, adidas‘ journey through 2017 was not merely a series of sneaker releases. It was a tapestry woven with threads of innovation, controversy, triumphs, and unexpected turns. The brand didn’t just sell sneakers; it curated experiences, sparked conversations, and left an indelible mark on the global sneaker culture.

As the Three Stripes marched into 2018, the echoes of 2017 resonated – a testament to the brand’s ability to navigate the complexities of the modern sneaker landscape while constantly pushing the boundaries of creativity and technology. The year was more than a highlight reel; it was a chapter that shaped the narrative of adidas in the ever-evolving story of sneaker culture.