The header can be slightly misleading, however the latter still remains to be seen. But two weeks ago when Kanye West x Adidas launched the Yeezy 350 Boost Low; the release was the personification of words uttered by West which was echoed throughout the sneaker community. That everyone would have Yeezys. Those words came before the launch of the Adidas Yeezy 750 Boost in February. And amidst the rumors that spread throughout the culture before the latest release that more pairs of the Yeezys were coming…the rumors were quickly shut down as the next release came to fruition.
And the creative control he desired can be seen throughout the two releases. From the minimal Adidas branding utilized on both models, to the dominate YZY branding, the two launches go back to his desire to create and have the corporate backing he so desperately craved.
Upon leaving the Swoosh shortly after the release of the Nike Air Yeezy 2…Kanye had words for current CEO and Chairman heir apparent, Mark Parker. Among those rants or streams of consciousness…Kanye expressed the desire to make the Yeezys available to the public on a wider scale. And while the distribution number for the Yeezy 750 Boost was estimated at 9000, it still remains to be seen (if ever) the exact number of Yeezy 350 Boost Lows that were in circulation on release day.
But, the Yeezy 350 Boost Low appeared to be at a high number. A number higher than the likes we’ve ever seen for a collaboration. Especially a Kanye West collaboration. It is completely foreign territory for West who has collaborated with Nike and Louis Vuitton to relatively small numbers. However Yeezy Season took on a whole new meaning with the release of the Adidas collaborated models.
Which brings us back to the header…has Kanye West and Adidas in-turn now spearheaded a new trend with the collaborated sneaker? Shattering the notion that you have to limit your pairs to create buzz around the model. Or to keep the special feeling of chasing down and owning a collaborated design.
Again…the latter is yet to be realized…however there are plenty of opportunities to test the hypothesis as collaborations are curated and released at a rapid pace.
And with there now being more equity in brands enlisting the creative services of staple sneaker establishments and personalities to an up-and-coming or wildly popular silhouette…the possibilities are endless. Because the notion is now that a collaboration does not need to be held exclusive or launched in extremely limited quantities to succeed. What we have learned over time…in particularly the last six years is that consumers will make purchases based on if anything alone anticipation and hype. With collaborations that is 10-fold, especially when you factor in; who the collaborator is or collaborators are, the silhouette used to bring the collaboration to life and the overall look of the model in general that just catches some people’s eye.
It still remains to be seen if this theory plays out and how much credit if any will go to Kanye West and Adidas.