37 Brattle Street
Cambridge, MA 02138
Concepts joined adidas in debuting the latest in Ultra Boost design, welcoming in the colored midsole boost fans of the model had been looking forward to. Following an all-day build out to transform the Concepts NYC space into the ultimate Boost mecca, guests began lining up promptly at 3pm to lock down their Concepts exclusive packaging for the Uncaged Release. Including a campout-chair, limited edition t-shirt, co-branded towel, mophie charger, sunglasses, and portable fan, the gear was bundled in a overnight survival duffle bag individually limited out of 100 units.
The evening continued as guests were allowed to shop the store, which had restocked many popular adidas and adidas Consortium models. As the sun began to set, guests enjoyed the overnight itinerary, with live music, a city foot race, and plenty of food and drink. As morning came, coffee and adidas donuts were supplied to eager customers, who were among the first in the nation to grab their colored Boost sneakers at 7:16 am eastern. Checkout the photos below and thank you to all guests who stopped by our 225 Hudson Street Location!