ADIDAS HOSTS ‘BOOST THE NATION’ CUSTOM SNEAKER AUCTION FOR WOMEN BY WOMEN

In What's New, Footwear by Christine Galasso

Adidas and Refinery29 are teaming up with celebrated female artists to create one-of-a-kind pairs of UltraBOOST X representing all 50 states. Launching tomorrow by auction, the limited-edition BOOST the Nation collection was created for women by women to unite creativity through sport and reflect the nation’s individuality, donnating 100% of the funds raised to Women Win, an organization that empowers girls to build leadership skills and address gender equity through sport.

“It’s not about competing with each other, but lifting each other up and celebrating the diversity of this country,” said fashion illustrator Meagan Morrison who designed sneakers inspired by Alabama, California, Connecticut, Missouri and Virginia.

Refinery29 curated a diverse group of artists – including Meagan Morrison, Maria “Too Fly” Castillo, Bree Poort, Lizzie Darden, Jenny Kiker, Sophia Chang, Mari Orr, Jen Mussari, Carrie Chan, Jordana Schrager and Refinery29 fashion editor Alyssa Coscarelli – to design the custom sneakers. Each is inspired by a state’s unique culture, landscapes and notable landmarks, to create an original work of art.

“We can find beauty despite diversity and, more importantly, because of diversity, from shorelines to glaciers, from farmland to mountaintop to prairie. If everything was the same, nothing would be remarkable,” said chemist turned artist Mari Orr who designed sneakers inspired by Alaska, Iowa, Maryland, Nebraska and South Dakota.

In collaboration with digital campaign platform Wyng, adidas and Refinery29 are leading the industry with the first digital silent auction marketing campaign for a good cause integrated with the brand’s ecommerce platform. Launching on July 4 through July 11, consumers can select their favorite pair and bid to purchase the coveted custom sneakers by visiting BOOST the Nation here on adidas.com. The auction includes an option to donate and support the cause without having to win and share across social channels.

“UltraBOOST X is the best performance shoe for the female athlete and it’s as stylish and versatile as you need it to be,” said Alexa Andersen, U.S. category director for women’s running at adidas. “As a brand that walks the line between sport and creativity, we saw the triple white silhouette as a blank canvas full of possibilities to collaborate with powerful and expressive women in a way that would celebrate differences and highlight the unique characteristics that unite us.”

The adidas UltraBOOST X is available now for $180 on adidas.com in six colors.

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