On Thursday, December 1, Adidas will open a massive new four-story, 45,000 square foot flagship store on 5th Avenue in New York City. Obviously big store openings are a big deal for global brands like Adidas, especially when they're competition just made its play to take over downtown, an area that the brand with three stripes has pretty much owned up until now. So to sweeten the deal, Adidas is unveiling a new customization program of its wildly popular Ultra Boost silhouette for the first time and rolling out a crop of new limited edition, NYC- specific color options and details.

Since it debuted in early 2015, the Ultra Boost has been the marquis sneaker in Adidas's assent to cultural (and stock price) prominence, even moreso than Adidas's hyped-up collaborative efforts. It's a running shoe that perfectly encapsulates modern style, making it the ideal crossover shoe for the gym and every day wear. The Primeknit-upper style looks just as good with shorts and running tights as they do with slim fit jeans, and their signature feature—a bounce Boost sole—make them arguably the most comfortable sneaker we've ever worn*. (*Not according to science, just pure "oooh-ahhh" factor.")

But act fast, as the customizable pairs will only be available in limited quantities. Combine that with that impending release of Adidas's triple black Ultra Boost sneaker on December 1 and it should come as no surprise when lots of holiday gifts this year are thanks to the wonders of Boost technology.

Adidas's new NYC store opens Thursday, December 1 at the corner of 46th St. and 5th Avenue.

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