Yeezy: Birth (and Death?) of a Brand
Yeezy is a brand of clothing and footwear founded by rapper Kanye West. The brand began as a collaboration with Nike in 2009. West ended that partnership and signed a deal with Adidas in 2013. His goal was to release his own line of shoes, the Yeezy Boost.
The first Yeezy Boost shoe, the Yeezy Boost 750, releases in 2015 and quickly sells out. The shoes feature a unique design and worn for their notable comfort and style. The limited availability of the shoes, as well as the high demand, led to long lines and even violence at stores where they were available.
The success of the Yeezy Boost line led to the expansion of the Yeezy brand, with the release of clothing and accessories. The clothing line features West’s signature minimalist style and has high praise from fashion critics.
The Yeezy brand has become a worldwide phenomenon, with fans of West and sneaker enthusiasts alike clamoring to get their hands on the latest releases. The brand’s popularity has been helped by West’s celebrity status and his ability to create buzz and excitement around his products.
The Growth of the Yeezy Brand
The Yeezy brand has become popular for several reasons:
The Association with Kanye West
West is a highly influential figure in music and fashion. His name recognition and influence have helps to bring attention to the Yeezy brand.
Yeezy Unique Design
The Yeezy brand’s designs are unique and instantly recognizable. They incorporate futuristic, minimalist, and urban elements into their style.
High-Quality Materials
The Yeezy brand uses high-quality materials to create their shoes and clothing. This helps to establish a reputation for quality and comfort.
Scarcity and Exclusivity
Yeezy products often release in limited quantities. This creates a sense of exclusivity and desirability among fans of the brand.
Collaborations
The Yeezy brand at one point collaborates with other brands such as Adidas, Louis Vuitton, and Gap. This helps to bring even more attention to the brand and expand its reach to new audiences.
Yeezy Marketing and Hype
The Yeezy brand utilizes strategic marketing and hype-building techniques. Some examples are surprise releases, pop-up shops, and social media campaigns. This creates buzz and excitement around their products.
Overall, the Yeezy brand’s success relies on a combination of celebrity endorsement, unique design, limited availability, collaborations, and strategic use of social media. The combination of these factors has contributed to the Yeezy brand’s success and popularity. This makes it one of the most sought-after brands in fashion and footwear.
Here are some of the most popular Yeezy shoes to date:
- Yeezy Boost 350: This is one of the most popular Yeezy shoes and the release brought in several different colorways. The shoe features a Primeknit upper and a Boost sole. This provides comfort and support.
- Yeezy Boost 700: The Yeezy Boost 700 is another popular model that features a chunky silhouette and a distinctive, retro-inspired design. The shoe has been released in several different colorways and is known for its comfort and style.
- Yeezy Boost 750: The Yeezy Boost 750 was the first Yeezy shoe to be released and is known for its high-top design and distinctive strap. The shoe has a suede upper and a Boost sole, which provides comfort and support.
- Yeezy Foam Runner: The Yeezy Foam Runner is a unique and controversial shoe that features a clog-like design made from foam material. Despite its unconventional design, the shoe has been popular among Yeezy fans and has been released in several different colorways.
- Yeezy Desert Boot: The Yeezy Desert Boot is a high-top boot that features a suede upper and a thick rubber sole. The shoe has been released in several different colorways and is known for its unique design and comfort.
Nike and Kanye West’s Partnership
Kanye West ended his partnership with Nike in 2013. He was unhappy with the company’s lack of creative control and support for his vision. In an interview with Hot 97 radio station, West expressed his frustration with Nike. He states that he wasn’t able to create the way he wanted to. Nike was limiting his creative freedom.
He also states that he was looking for a new partner. Someone who would allow him to fully express his creativity and vision for his brand. Shortly after ending his partnership with Nike, West signed a deal with Adidas. Adidas gave him more creative control and allowed him to create his own line of shoes, the Yeezy Boost.
West has also spoken out about the importance of owning one’s creativity and intellectual property, and he likely saw the partnership with Adidas as an opportunity to have more ownership and control over his brand.
Adidas’ Split With Kanye
Industry observers believe Adidas (ADSGn.DE) is hurt by the breakup of its relationship with the singer formerly known as Kanye West. They need a new strategy but should think more strategically about future celebrity collaborations. They cannot rely so heavily on one person.
Bjorn Gulden, the organization’s new chief executive, reaffirmed the decision to sever ties with the rapper known as Ye. But he also emphasized the unique value of the Yeezy shoe line. The line brings in a sizable source of income.
After a string of odd anti-Semitic outbursts, the nine-year association with Adidas ends in October. Business America shuns him ever since that event. In early December, Ye came on Alex Jones‘ InfoWars wearing a sweatshirt and a face covering. He unloads an anti-Semitic rant while praising Hitler and the Nazis. According to Forbes, Ye’s collaboration cancellations reduce his net worth. It drops from an estimated $2 billion to a relatively meager $400 million.
Sportswear companies have long engaged in profitable but perhaps dangerous business dealings with celebrities. In a statement to reporters, Gulden stated that Adidas would continue to work with celebrities and artists in addition to athletes.
Although Adidas warned of a potential 700 million euro operating loss this year as a result of severing connections with Ye, Gulden, who assumed control on January 1, has vowed to bring the company around.
Adidas had not previously disclosed the revenue earned by Yeezy. The outcome of what the business claimed in 2016 was “the most significant partnership ever forged between a non-athlete and an athletic brand,” thus the size of the success astounded investors.
The Future of the Yeezy Brand
It is difficult to predict the future of the Yeezy brand with certainty. Yet there are a few factors that could influence its trajectory:
Kanye West’s Involvement
Kanye West has been the driving force behind the Yeezy brand. His involvement and creative direction will likely play a significant role in its future success.
Consumer Demand
The Yeezy brand has built a dedicated fanbase, but its success ultimately depends on consumer demand. If the brand continues to release high-quality, innovative products that resonate with consumers, it is likely to maintain its popularity.
Competition
The sneaker and fashion industry is highly competitive. The Yeezy brand will need to continue to innovate and differentiate itself in order to stay relevant and competitive.
Collaborations
The Yeezy brand has been successful in collaborating with other popular brands. Continued partnerships could help to expand its reach and appeal to new audiences.
Global events
Finally, brands need to consider global events such as economic recessions, pandemics, and geopolitical changes. They have an impact on the fashion industry and consumer behavior. The Yeezy brand will need to be agile and adaptable. It must respond to changes in the market and maintain its relevance.
Overall, the future of the Yeezy brand will depend on a combination of factors. This includes Kanye West’s involvement and creative direction, consumer demand, competition, collaborations, and global events.
Ye has no intention of signing any new agreements with other significant businesses. His prior comments raises some doubt. Yet his current collaborations do not seem to be coming to a stop any time soon. According to Bloomberg, Yeezy’s contracts with Gap and Adidas expire in 2030 and 2026, respectively. Kanye’s company continues to get significant royalties on the sales of Yeezy product drops by both parties.
As rampant speculation enters the market, Yeezys are disappearing from Adidas, Foot Locker and major retailers. On resale platforms like GOAT, Stock, and Stadium Goods, however, where sneakers are traded like commodities and collectibles, there may still be hundreds of pairs available.
The Sneaker verse will just have to wait a bit longer to see how these kicks will play out in the end.
