adidas has spent the last 24 months developing one of the most important updates in the past 2 years when it comes to their football department. We think this is a good step regarding the production of a football boot I would actually say that I though Nike would have done in 2014 when they released the Magista Obra and the Mercurial Superfly for the World Cupo.
Probably Nike thought that launching a mid cut boot was already too much of a chock for the public and making it laceless could have affected the result in a bad way. But adidas, who already had incorporated Primeknit material, similar to Nike's Flyknit material, decided to work on this concept. Two years later, in 2016, we will see professional players wearing laceless boots with Primeknit material.
It is a step forward regarding football boots. Laces are the adjustment element that has been used in football boots since the XX century and 100 years later, with all the sports advances we've seen, how is it possible that this element is still the same? when it actually get's in the way when contacting the ball.
But we must say that adidas is not the first brand to launch a laceless footballboot. If we go 10 years back from now, to 2006, we will see that the Italian brand Lotto launched their Zhero Gravity model. They were the first ones to take the risk and develop this concept. And it was a good idea but the technology they used to develop this boot was not the best and the fit was not good enough.
What is the most surprising for me is the way they've used to announce it. We are used to global announcements and only when they have the final product about to be launched. But this time they done something different:
- Professional players with selfies. So we had to find out in the social media, instagram, twitter...
- Blackout models. First impression is very important and what we've been able to see is a blackout boot which is not too attractive comparing to the colorway we'll see in the official launch.
I'd like to know the reason of why they've done it this way. Maybe they've done it this way so they creat expectation in the clients that will be very excited while waiting for it to be launched, or maybe they've done it to say "we were the first ones"...
Let us know down below in the comment section your thoughts about it!
