This may be the biggest collaboration in the history of sneakers since Jordan x Nike. The shoe created and designed by the ingenious Kanye West launched with “great fanfare” in 2015 and soon set a benchmark in the huge market that streetwear now accounts for.
You can’t deny that it had success written all over it from the start: firstly the clout of two marketing giants. Adidas on the one hand, the triple striped German brand that recognised how its universe matched the star that needs no introduction. Kanye West on the other hand, the daring and controversial artist who has seamlessly slipped into the world of fashionistas using the luxury industry’s codes: rarity, high prices, teasers and eccentric flair that every sneaker fan has got on board with.
This light shoe on a gigantic yet featherweight sole couldn’t be more successful: its models (the 350, 500 and 700) sell out so quickly that Kanye’s design accounted for almost 1.4 billion of Adidas’ turnover in 2019.
The most recent: the Yeezy Boost 350 v2 Tail Light, a pair that stands out for their understated style and ash grey that gives them a certain elegance. A master of every aspect of marketing, one of the Yeezy’s biggest ambassadors is none other than Kim Kardashian who regularly appears with a pair on her feet to play an active role in breaking the “gender” barriers in the sneaker world as they are now very popular among women, just like Taylor Swift who swears by these clouds of comfort.
After setting the tarmac alight, Kanye now wants to hit the court and a pair of Yeezy Quantums for basketball players could appear in the next few days… bang on time for the All-Star Game. Another three point shot for Ye?
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