Ben Herath-
So when we saw that a lot of people out there were customizing their ultra boost and removing the cage, that gave us more confidence to move in this direction. There is even a youtube clip with more than 100K hits showing how to remove the cage. This did shock me at first, as I had just spent 2 years working on the ultra boost and I think it is the perfect shoe. But I realized that people love the look and feel of primeknit and just wanted more of it. I think people also expect to be surprised and want brands to be pushing the boundaries of what is possible beyond what is already out there. We therefore wanted to advance the conversation around where style meets performance. So with this collaboration, we were looking to offer something that people clearly wanted and were asking for but couldn’t get.
NT-
So you decided to bring the design forward by doing a collaboration with Hypebeast and make them a limited run so people would clearly want them and still be able to get them.
Ben Herath-
Hmm. Uhmm.
NT-
Yeah, just what we thought.