Technology and Innovation: The Ultraboost incorporates advanced shoe technology, particularly the Boost midsole. Adidas developed this technology to provide superior cushioning and energy return, which is highly regarded in the athletic footwear industry. Research and development of such technology can be costly.

The Ultra BOOST is designed with a seamless mesh that truly hugs the foot. I wasn't sure I liked this (more on that later), but I've grown to love the secure feel these shoes provide; and given the nature of the weave, they're extremely breathable.

MAKE SURE RETURNS ARE ACCEPTABLE or else you can be scammed. And if you see the boost, there should be 4 nipples going down every 1cm or so on the shoe. Another way is by checking the insoles and making sure the the word Ultraboost is flipped on each insole.