On the adafruit page it says:
These LEDs are not shift registers. In fact, if you look closely, there's no input and output pin, only one data line. That's because each LED in this strand is pre-addressed from 0 to 100. Whenever it receives the NeoPixel data, it picks out the n'th color data (matching to its pre-address) and displays that. You cannot change the pre-address, its fixed permanently - or at least, we have no idea how to re-address it.