When we learned that Adidas would be issuing the Ultra Boost 20 sneaker to celebrate the April release of the James Bond film “No Time to Die,” our first reaction was “shocking, positively shocking”—there’s one for you “Goldfinger” fans. Upon learning of the details and the likely cost of the promotional footwear, we immediately wished that we, like 007, could be on the Secret Service’s payroll, as the shoes have some killer details but will definitely command a pretty penny.
On Foot Look at the James Bond 007 x adidas Ultra Boost 20 https://t.co/ZFljsUp4YH pic.twitter.com/zdI8y4mQ6t
— JustFreshKicks (@JustFreshKicks) February 23, 2020
Since 1962’s “Dr. No,” Bond has been the embodiment of cool, so for this 25th film in the Ian Fleming-inspired franchise, it is fitting that an attractive promotional product would look to draw attention to that legacy. One might not have necessarily expected for that item to be sneakers, especially since the character is famous, among other things, for his gadget collection. But Adidas is looking to stir interest in the Cary Joji Fukunaga-directed movie through a promotional item that could very well make sense as a tie-in.
While Bond has achieved a reputation as a suave individual, we could also say he is a man of leisure, and few products have a greater hold on the relaxation market than sneakers. Given that he has donned such footwear examples to assist with his often clandestine plans, these shoes start to make more sense when we ponder how they could fit in with the Bond branding.
According to Highsnobiety, the must-have nod to the agent “boasts a black upper with a matching lace cage, Boost midsole and rubber outsole, while white stitching at the toe provides contrast. Hits of grey then appear at the heel, most notably via 007 branding.”
Add to those details the revelation from Showbiz CheatSheet that “the branding at the tongue reflects the gun barrel sequence that plays at the start of most Bond movies,” and we become more convinced that a bunch of disposable income will be going toward end-users’ desires to take stock in Bond and the promotion of the film. Since, as Showbiz CheatSheet added, shoes of this sort typically go for $180 on Adidas’ site, we expect for the cost of the Ultra Boost 20 sneakers to be just a tad more expensive, given their connection to a cinematic icon.
It will be interesting to see how many pairs will be available, and even more compelling to learn how quickly they will sell out and which markets prove the most receptive to them. Will Brits, for example, honor one of their own most ambitiously, or will Americans look at the sneakers and proclaim that the Ultra Boost 20 is a name to die for? (You’re welcome, “Die Another Day” buffs.)
