Culture of Hoops

adidas x HYPEBEAST Ultra Boost Uncaged gets NFC tech, goes fashion-forward


HYPEBEAST, for all intents and purposes, has become the millenial version of GQ and Vogue. It’s the intersection of life and culture viewed solely from the vantage point of style and design; and while surprising, it’s not shocking to see that the brand has now collaborated with adidas — the adidas x HYPEBEAST Ultra Boost Uncaged is their baby.

From an editorial standpoint, we love the adidas Ultra Boost. We love it. And seeing this, san support cage, is a new look, but it’s still quite excellent.

See more of the Ultra Boost Uncaged here, and also see our full Ultra Boost coverage here, all courtesy of our friends at adidas.

For the 10th anniversary of HYPEBEAST, the online magazine teamed up with adidas to create a highly advanced collaboration combining functionality and style. The collaboration is the first ever “uncaged version” of the popular adidas Ultra Boost silhouette, providing the inspiration for city dwellers to go further into the vast realm of today’s possibilities. As with HYPEBEAST’s strong history of finding unorthodox ideas and pushing boundaries, it takes a visionary approach to explore new grounds. The only way to truly discover is to break away from the old and take the first step into an unknown environment.

Designed for this very reason, the Ultra Boost Uncaged boasts a variety of unique features, fusing design, durability and technology, making the highly progressive running silhouette the perfect equipment for a fast-paced life.

The Ultra Boost Uncaged comes with a specially developed all-white Continental outsole for state-of-the-art cushioning while guaranteeing the highest levels of grip on any urban terrain. Other details include a butter-soft leather insole debossed with the HYPEBEAST logo. On top of that, the shoe is equipped with an NFC chip – adidas’ latest high-tech gadget. The NFC technology directs users to a microsite with exclusive content via their mobile devices by simply tapping their Android phone directly on the chip. Other mobile user can easily scan the QR code found on the hangtag that comes with the sneaker for access. Additional exclusive content will be released on a weekly basis.

The adidas x HYPEBEAST Ultra Boost Uncaged will pre-launch exclusively at HBX on December 12 and additional pairs will be released on December 18 at select retailers in the US, Europe and Asia. The retail price of Ultra Boost Uncaged is $180/180€.

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