Adidas is one of the oldest brands in the footwear game. Their ties to sneakers run as deep as the early 1900s. Since then Adidas has had one of the biggest influences on modern sneaker culture. A big part of this came from the development of BOOST technology which completely elevated the standard for comfortable shoes. Boost became an instant hit within the community as it shifted the attention from more bulky models to more sleek and lightweight shoes that were stylish and comfortable for everyday wear. Adidas continued to use their new technology to develop products in diffent areas of the company. Addidas continued to gain the support of sneakerheads as they began a partnership with Kanye West. These two factors would eventually solidify Adidas as a top player in the sneaker market.