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How Is The Adidas Futurecraft 4D Faring So Far? Was It A Smart Move?

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Nike has so dominated the news that I had to force myself to write an Adidas post this morning. Most of my predictions and market value analysis have been centered around Nike; so I thought about doing a market value research for the Adidas Futurecraft 4D. Watch the Youtube video below

The one thing I’ve picked up from the video is that the shoes were solely designed with athletes and their comfort as the primary objective. Most brands are now focusing on delivering a product that is highly functional and rightfully so. The midsoles where most of the comfort/cushioning come from have been the battleground for major athletic brands. The boost midsole was revolutionary and still is but it met a lot competition so Adidas has been compelled to seek after newer technologies. I think the Adidas Futurecraft 4D is a great idea but will it be able to compete with other brands in the long run?

I’ll attempt to answer that question by considering a few things

The shoes were originally released on January 22nd and sold out instantly ( even though the retail price was $300). Shall I also add the fact they were extremely limited. Let’s see how they are performing on third party marketplaces like eBay.

So far 32 pairs were sold ranging from $700 to $1100 based on the size. It leads me to this question- did Adidas really make the shoes for athletes or for sneakerheads and their derivatives ( resellers)? The primary reason why the shoes have such a high resale value is scarcity. And when one mentions scarcity, one must think about luxury and exclusivity. It seems to me that this goes against everything I watched in the video. The shoes were supposed to be for athletes and their comfort. I know this is pure speculation but I don’t think people who actually bought these shoes were athletes. So will the Adidas Futurecraft be mass produced? And if it’s mass produced , is it going to hurt Adidas in the long run? The price-point is going to be a big factor; the shoes retail for $300 and if they are mass produced, I don’t think Adidas will be able to compete with Nike. Why am I saying that? Nike has just come out with the Nike Epic Flyknit React and I wrote about how they are performing on third party marketplaces. See post below

The Nike Epic Flyknit React Is Upon US Performing Well On 3rd Party Marketplaces

Today, a total of five colorways of the Epic React are going to be released and guess what? They were also engineered with performance in mind with a retail value of $150 ( half the retail price of Futurecraft 4D). And guess what? The Epic Flyknit React were produced in considerable numbers. Guess what again? They’ll probably sell out. So the question remains: how is the Adidas Futurecraft 4D going to compete with other brands? I’ve only mentioned Nike and haven’t even considered Under Armour and New Balance or Brooks. Unless they revise the retail price, Adidas will be compelled to make the Futurecraft a “Reseller” shoe which in the long run will defeat the purpose they were intended for- performance and comfort.

Adidas FutureCraft 4D Black Ash Green B75942 B75941 LIMITED

$979.90
End Date: Monday Jul-9-2018 11:06:45 PDT
Buy It Now for only: $979.90
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Adidas FutureCraft 4D Black Ash Green B75942 B75941 LIMITED

$979.90
End Date: Monday Jul-9-2018 11:06:45 PDT
Buy It Now for only: $979.90
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Adidas Futurecraft 4D Ash Green Men's Size 8 US B75942 B75941 DEADSTOCK

$725.00 (0 Bids)
End Date: Saturday Jun-23-2018 11:26:35 PDT
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Adidas FutureCraft 4D Black Ash Green B75942 B75941 LIMITED

$999.90
End Date: Monday Jul-9-2018 11:06:45 PDT
Buy It Now for only: $999.90
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Adidas FutureCraft 4D Black Ash Green B75942 B75941 LIMITED

$1,199.90
End Date: Monday Jul-9-2018 11:06:45 PDT
Buy It Now for only: $1,199.90
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Adidas FutureCraft 4D Black Ash Green B75942 B75941 LIMITED

$1,399.90
End Date: Monday Jul-9-2018 11:06:45 PDT
Buy It Now for only: $1,399.90
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Adidas FutureCraft 4D Black Ash Green B75942 B75941 LIMITED

$1,499.90
End Date: Monday Jul-9-2018 11:06:45 PDT
Buy It Now for only: $1,499.90
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Adidas FutureCraft 4D Black Ash Green B75942 B75941 LIMITED

$1,199.90
End Date: Monday Jul-9-2018 11:06:45 PDT
Buy It Now for only: $1,199.90
Buy It Now | Add to watch list