Purecontrol Hits Record Levels

Demand for the Ace 16+ Purecontrol, the world’s first high performance laceless boot, reached such high levels that adidas saw what traditionally equates to three months of stock being sold in the space of just seven days. In fact, online retailers across Europe completely sold out within days of the first release – with many already taking pre-orders for the second phase of availability.

The ground-breaking boot, which debuted in professional leagues on the feet of star players such as Mesut Özil, Ivan Rakitić, Dele Alli and Oscar, has proven to be an unprecedented hit with amateur players desperate to get their hands on a pair too.

For adidas, this marks the first occasion that the company has seen such high demand for a football boot. Previously only the likes of the Yeezy Boost trainer – the collaboration between adidas and Kanye West – has become such a sensation that product releases have sold out so quickly.

The record early sales of the Ace 16+ Purecontrol mean that the only locations fans can still get their hands on the boots are a limited number of adidas concept stores – Oxford Street, London; Champs Elysees, Paris; Market Street, Manchester and Passeig de Gràcia, Barcelona.