it's also called marketing and branding
many products are released by big companies as a way of drawing interest to the company (branding), and not necessarily because the product offers any significant advantage over what has gone before........
that fact that Adidas have slapped a chip into the shoe is embracing modern consumer electronics........"oh look - it's got a chip in it - must be better" sort of approach.......it generates interest
it may work, it may not, it may have a future, but I guarantee that it will get people interested and loads will shell out £175 for them making Adidas a load of money and keeping their brand image up there against Nike, Reebok et al.....