Has Adidas Oversaturated The Market With Yeezys?


Kanye West and Adidas have been at odds as of late. Whereas Adidas has remained quiet, Kanye has continued to levy an all-out battle towards the long-lasting Three Stripes model. Only a few weeks in the past, we outlined Kanye’s issues with Adidas and the lead-up to his present beef with the model. As we defined, a lot of it has to do with Adidas controlling what comes out of the Yeezy camp. An instance of that is how Kanye does not have any say behind the colorways which might be launched. If Adidas conjures up a colorway they like, they are going to launch it unbeknownst to Ye. 

Whereas Ye does, certainly, get the royalties from these sneakers, he feels as if Adidas is profiting from him. In an Instagram publish, Kanye made it clear that he looks like these new colorways are trash and that if it have been as much as him, they might by no means be licensed. Total, Ye believes Adidas is mismanaging the Yeezy model which, in flip, is inflicting it to lose its attract. That is in the end why he needs to make Yeezy unbiased. That approach, he can regain management of his model, and produce it again to its earlier standing.

Picture by way of Ye

“The very fact adi felt they may coloration my sneakers and identify them with out my approval is actually wild,” Kanye wrote. “However I promise everybody adidas will not be as wild as me I actually actually care about constructing one thing that adjustments the world and one thing I can depart to my youngsters They tried to purchase me out for 1 billion {dollars} My royalties subsequent yr are 500 million {dollars} alone Daniel Cherry Pop makes 2 million a yr Yeezy’s are 68 % of adidas on line gross sales You guys thought trigger DCP Daniel Cherry Pop went to Warden that he might politely give me a billion {dollars} handy every part I constructed over.”

Kanye had an identical critique throughout Yeezy Day. A plethora of iconic Yeezy 350 and 350 V2 colorways have been restocked for the world to take pleasure in yet again. Ye revealed that very same day that Yeezy Day was by no means his concept and that he by no means permitted of the restocks. It was one other instance of how Kanye has misplaced management of his metaphorical “child.” It additionally begs the query: has Adidas oversaturated the market with Yeezys?

With the intention to reply this query, we have now to re-visit Kanye’s time with Nike. Whereas it was short-lived, everyone knows that Kanye was in a position to ship two spectacular silhouettes. These sneakers have been the Nike Air Yeezy 1 and the Nike Air Yeezy 2. Every of those sneakers solely had about three colorways and the releases have been extraordinarily restricted. Because of this, the sneakers had this particular aura about them. Should you had a pair, it was as when you had gained the lottery. They have been additionally a standing image that showcased simply how influential Kanye was exterior of music.

Kanye West

Jonathan Leibson/Getty Pictures for ADIDAS

When he left Nike for Adidas, his authentic Yeezy sneakers adopted the identical blueprint. From the Yeezy 750 to the Yeezy Increase 350 V1 and V2, Kanye was solely releasing a couple of colorways that have been extraordinarily exhausting to get. This sample continued from 2015 to about 2018 which is when issues began to take a dramatic shift. Kanye had all the time stated that he wished each single particular person to personal a pair of Yeezys, though Adidas took this assertion and ran with it in a path that left some diehard sneakerheads feeling a bit confused. 

Should you have been listening to the sneaker world all through 2019 and 2020, you might need seen that Adidas was always dropping new colorways of the 350 V2. All of those coloration schemes appeared the identical as all of them contained related impartial and earthy tones. Followers grew to become fatigued with these releases and the 350 V2 fully misplaced its attraction. Certain, the OG colorways have been nonetheless in style, however that recognition would ultimately wane as Adidas continued to spam us with restocks. Simply take a look at the Adidas Yeezy Increase 700 “Wave Runner.” This was a uncommon Yeezy mannequin that everybody wished. Now, it will get a restock as soon as each six months, which has mainly ruined any sense of mystique. 

About 5 years in the past, the Yeezy model was seen as one thing that fully ran the sneaker world. Now, it’s simply one other imprint in a world the place Jordans have gone again to dominating the dialog. Yeezys do not have the identical pull they as soon as did and whereas new pairs nonetheless promote out, the hype surrounding them has successfully gone away. Adidas did the exact same factor to the UltraBoost and so they additionally did it to the NMD. It’s a rattling disgrace they’ve performed it to Kanye’s Yeezy model, as nicely. Oversaturation isn’t factor, and it is clear that Adidas has not realized its lesson.

Kanye West

Theo Wargo/Getty Pictures for adidas

Ought to Kanye regain management of the Yeezy model, it’s exhausting to say how lengthy it will take for him to make the model a juggernaut once more. He must revamp the road with new silhouettes and he would wish to verify the colorways are one thing that can reinvigorate the sneaker world. He did it as soon as with Nike, and he did it once more with Adidas in the midst of the final decade. Based mostly on his public statements, it’s clear that he’s conscious of the problems outlined above. He is aware of the right way to get folks excited, and his newest rollout for the YZY SHDZ is an ideal instance of how he could make the sneaker facet of Yeezy one thing to behold once more.

Getting out of his take care of Adidas will not be straightforward. In any case, he’s making them some huge cash and it will be tough for Adidas to go away billions of {dollars} on the desk. It doesn’t matter what, Kanye will struggle exhausting for his model, particularly because it pertains to inventive management. Hopefully, his efforts will not all be for nothing.

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