One of the categories that adidas soccer is doing extremely well at the moment is the concept category. I refer to these SL boots as a concept boot because the boots consist of different parts of other boots with one thing in mind; speed. However, the unique thing about adidas concept boots is that even though light weight is wanted by consumers somehow adidas produces these concept boots with leather uppers which makes them very unique and pays heritage to the OG boots. In addition, rather then go over board with the pricing adidas is keeping the price of these concept boots at a reasonable $250.
As i talk with people within the industry and with a soccer specialty background it is interesting in how the boot market has changed over the years. No longer are the days that the boots will be all black. Rather now days the younger generation of consumers come into the stores looking for the brightest boots possible. Everyone has a different personality on the pitch and many times consumers choose their boot by what type of position they play or what kind of style they want to portray on the pitch. However, not only are consumers seeking out the bright boots but they are seeking out limited/concept boots. As a player nowadays the market is flooded with the same colors every a couple of months so many consumers/serious footy players want boots that no one else has. I have said this numerous times that soccer is like the new skate in terms of footwear. Consumers want to be unique and do not want to be like everyone else. Having the same boots that everyone else has on the pitch is not cool. So by creating a unique concept boot it gives consumers the opportunity to be unique and be exclusive with their boots.
We saw this on a small scale with the Super Fly but like the wind the market was flooded with the first ever concept boot and without any innovation or change over time the boots value/demand dropped like flies along with its followers. Furthermore, it seems as if adidas has learned from Nike's mistake and created the SL series at a realistic price point and at a limited quantity so it increases the demand for the boots because they are rare and not everyone and there grandmother will have them.
Recently released adidas just dropped the 11Pro SL that bleeds class and perfection. At first glance you notice the leather vamp long with the faded paint job which goes from blood red to black. This boot is definitely a concept boot and is one of the most unique boots i have ever seen. Basically the boot is the newly released 11Pro but has the sprint frame out-sole along with a full grain leather upper. With the out-sole addas is able to drastically reduce the weight of the boot. In addition, the new 11Pro has a 360 support saddle that provides unbelievable mid-foot support and a glove like lock down affect. When you put the boot on the boots hugs and mirrors your foots shape and creates a sock like fit which is much improved compared to the underachieving adipure IV. Coming in at 6.4 oz the 11Pro SL is a footy nerds dream and like i said it is one of the most unique boots on the market. If you thought the adiPure IV SL was a sweet boot then I think you might have an obsession because the 11 Pro SL is that good.
Yay or Nay?
