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As we all know, the Adidas Yeezy series is a sneaker jointly released by Adidas and the American rap singer Kanye. It can be said that Yeezy has created another legend of Adidas. Adidas Yeezy was a fashion collaboration between American rapper, designer and entrepreneur Kanye West and German sportswear company Adidas. It offered high-end limited edition colorways and Yeezy Boost sneakers, along with shirts, jackets, track pants, socks, slides, women’s shoes, lingerie and slippers.
The first shoe model (“Boost 750”) was released in February 2015. In 2020 Forbes described Yeezy’s rise as “one of the great retail stories of the century”. Yeezy influenced and inspired a multitude of other fashion brands.In October 2022, the collaboration between Adidas and West ended abruptly after West made what many perceived to be antisemitic remarks through various media.
Kanye West originally designed a shoe for Adidas in 2006, but it was never released. The first brand to officially collaborate with him was Bape. Together, West and Bape released a pair of Bapesta “College Dropout” shoes, which are now quite rare and garner high resell prices. He has also designed shoes for Louis Vuitton and Giuseppe Zanotti, and (most notably) Nike. His collaboration with Nike lasted for five years and led to the release of a total of three (two silhouettes, the Air Yeezy 1 and the Air Yeezy 2) sneaker styles.
In 2013, after the release of the “Red October” Air Yeezy 2s, West officially left Nike. Although West described this break as “heartbreaking”, he claimed that Nike would not pay him royalties for his shoe designs, instead offering to pay some of the proceeds to a charity of West’s choice. This ultimately led West to reach out to Adidas for a deal. Adidas agreed to give him royalties, and West described the CEO of Adidas as “someone who allowed me to build something”. Under the partnership with Adidas, West retains 100% ownership of his brand while having full creative control over the products released.
In February 2015, a year and three months after the confirmation of the Adidas and West collaboration, the collaboration officially debuted. “Yeezy Season 1” was highly anticipated and celebrities such as Rihanna, Diddy, and West’s then-wife Kim Kardashian were at the showing. “Yeezy Season 2” and “Yeezy Season 3” also saw notable amounts of success upon their releases. In June 2016, West and Adidas announced an extension of the deal and the launch of a new Yeezy category. West claimed that Yeezy was selling out surprise 40,000-pair drops within minutes.
In 2018, West enlisted the help of Matt George, co-owner of Stussy Canada, to become a strategic advisor for the brand. During this time the annual sales for Adidas Yeezy grew from $15 million to $1.2 billion. George officially became the CEO of Yeezy in September 2018. By 2019, sales for Yeezy’s Adidas sneakers generated $1.3 billion in annual revenue. In 2019, Forbes compared Yeezy to Air Jordan in terms of cultural clout and commercial prowess. In 2020, Forbes described Yeezy’s ability to rival Air Jordan for “sneaker world supremacy” within just a short period of time as “one of the great retail stories of the century”. West was receiving an 11% royalty cut. That year, sales for the sneakers reached nearly $1.7 billion in annual revenue, netting Yeezy $191 million in just royalties.
In June 2022, West criticized Adidas CEO Kasper Rørsted, accusing the brand of copying his designs and promoting a “Yeezy Day” sales event without his permission. In August 2022, West continued his criticisms, stating that Adidas failed to open Yeezy retail stores as promised. In September 2022, West stated that he would not renew his contract with Adidas once their partnership expires in 2026.
I still remember that after the cooperation between Kanye and Adi, when the yeezy series was just released, when the YEEZY Boost 750 was first released, there were only 9,000 pairs in the world, which can be said to be a genuine limited edition! Maybe because of the small quantity, its price has been fired to tens of thousands of yuan a pair! And Adidas’ yeezy collection sells out quickly every time a new colorway is released. What is it that makes yeezy Boost so attractive?
In fact, the main reasons are nothing more than two points: First, as an Adidas series of sports shoes, it is very likely to be popular (Adidas’ hunger marketing method can be said to be well known), and the second is Kanye and his wife’s The appeal of fans is also very powerful, and the money of fans is also very easy to earn. As a joint sneaker, yeezy Boost is the same as the Air Yeezy and Air Yeezy II sneakers that Kanye and Nike collaborated with before. Although the official sale price is not high, the actual purchase price is several times the original price!
It is not too much to describe the yeezy Boost series as a rare commodity. Of course, yeezy can be robbed like this, and it is inseparable from its own design. The integrated Primeknit upper, coupled with Adi’s patented technology Boost, the design of the shoe shape It is also very special, and the foot feeling on the feet is still very comfortable, which has also been verified by Kanye and his relatives and friends.
Design From a design point of view, it is understandable that this shoe has been robbed by the heat. The one-piece design of Primeknit, a woven material with good breath ability, is equipped with the Adidas patented high-kinetic energy feedback technology outsole BOOST, and adopts a more comfortable sock-type design. There is a leather semi-circle at the midsole as a “decoration”, and the heel is equipped with a pull-loop made of canvas material – and it is suitable for various styles of wear. Verify again and again.
Some people say that yeezy is ugly, but this is not an excuse to stop shoe fans from pursuing yeezy! No matter how expensive it is, there are still people who like yeezy, which is probably a loyal fan! But if you really like yeezy, you can wear a short version! However, a thousand yuan can still pocket yeezy.
Next, I will introduce to you why yeezy series are more popular.
The shape of the 350 Yeezy shoes are generally round and flat, without edges and corners, but the fit and wrapping of the feet are excellent. The cushioning effect is also very good, and it is the highest value among yeezy shoes.
This yeezy shoe is a very different colorway than the 350, with an ergonomic shape design. The blue-orange vamp stitching design is very cool and fashionable. The appearance is unique in the Yeezy collection.
Adidas Yeezy 700 V2
Yeezy 700 V2 is also a popular style. The overall shape is very simple. The outsole is made of elastic rubber with a simple frame, which perfectly wraps the Boost midsole and maximizes the cushioning and resilience.
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