Brands creating short run, limited edition basketball, tennis and running sneakers has often been a highly effective mechanism for generating hype in a silhouette (and a company at large), and until now the football cleat world sector has largely employed a different tactic – sell as many boots as people are willing to buy. It's equipment after all, you can't rock it on the street. The sentiment is changing though, we saw Puma doing some great work with special releases during the World Cup, and others brands got involved too. Bloomberg Businessweek have put together an article on the trend and we reckon it's worth a read, you can do that here.
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