The rise of Yeezys

Praise Yeezus

Kanye West + adidas = Yeezy Boost

A brief history

The adidas Yeezy Boost line is a collaboration between Adidas and rapper Kanye West with a series of shoes designed by him. The initial debut of the collaboration was the Yeezy Boost 750, a mid-top sneaker in a grey and white colourway, in February 2015. The shoe was exclusively available in New York City and sold out in just 10 minutes. An all-black colourway of the same model saw a launch in December 2015.

At the end of June 2015, the Yeezy Boost 350 released in the ‘Turtle Dove’ colourway. This second sneaker from the collaboration, in a low-top shape, featured a Primeknit upper and a full length BOOST™ midsole and three further colourways were released including ‘Pirate Black,’ ‘Moonrock’ and ‘Oxford Tan.’ The secondary version of the shoe, the Yeezy Boost 350 V2, saw a coloured stripe added and text reading ‘SPLY-350’ on the upper. The Yeezy Boost 350 V2 ‘Beluga’ was released on September 24th 2016. Three further colourways of ‘Copper,’ ‘Green’ and ‘Red’ followed late November and a ‘Core Black/CoreWhite’ dubbed Oreo was released before Christmas.

There have been three colourways of the Yeezy Boost 350 V2’s released this year so far, including a black and red (‘Bred’) and ‘Zebra’ in February and a much-hyped ‘Triple White’ at the end of April; The Zebra colourway was re-released in June. With three further potential releases due in November and December, we are going to be seeing Yeezy Boosts on top for a long time yet.

adidas are now ranked #2 in US sport footwear

Can Yeezys take any credit?

Last month, it was announced that adidas had overtaken the Jordan Brand to be the ranked the #2 in US sports footwear, but is the ever-increasing hype for Yeezys the reason why?

“All of the iterations released so far have not only sold out instantly, but also played a major role in propelling adidas to the most popular sneaker brand on Instagram in 2015,” said adidas Chief Executive Herbert Hainer on their successful collaboration with Kanye West. “The Yeezy Boost 350 even received the prestigious Footwear News ‘Shoe of the Year’ award. [There is] no question that the collaboration with Kanye West has significantly elevated the perception of our brand,” added Hainer.

Adidas made a huge resurgence for the first eight months of the year, up 6.6% to 11.3%, with Nike dropping from 39% to 37% and the Jordan Brand only increasing marginally from 9.4% to 9.5%. In the first quarter of the year in the US, adidas sales rose 31%. Whilst adidas still have quite a way to go before they catch up with Nike to take the #1 spot, it looks as though adidas are really starting to make a clear headway with the sports industry analyst Matt Powell for the NPD Group, a market tracking company, saying: “This is an achievement that I never thought I would see in my lifetime.”

The Yeezy Boosts 350 V2 are only getting more and more popular, and with new colourways potentially releasing later this year, there is still time to secure your pair using our footsites bot, SoleSlayer. Whether you are going for the Beluga 2.0, the semi-frozen yellows or the blue tints or all three sneakers, don’t miss out on your opportunity to pick yours up at retail value.

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The hype is real. Don’t miss out on Yeezys.