Adidas Yeezy is the line of sneakers and clothing born from the collaboration between the clothing company Adidas and the American rapper Kanye West , launched for the first time officially in February 2015, 1 year after the end of the collaboration between West and Nike , began in 2009 and ended on February 9, 2014. This turned out NOT to be the first time that West approached the German brand, the artist had previously created a shoe in collaboration with Adidas without however making it public.
Yeezy achieved great success thanks to its unique and innovative designs , immediately establishing itself as a pillar of the sneaker industry of the time. The key element of the brand is certainly the limited nature of the products offered, always contrasted with a growing demand from consumers.
The first sneaker released under this collaboration was the Yeezy Boost 750 , followed by the popular Yeezy Boost 350 .
The Yeezy Boost 350 is certainly the most iconic model , as well as the best-selling and most sought-after of the brand. The silhouette's very first debut dates back to June 2015 with the " Turtledove " colorway. What struck consumers was the minimalist design and the extreme comfort of the model, due to the rubber sole and the characteristic woven canvas construction which contribute to keeping the sneaker ultra light .
In the wake of the great success of the 350 model, the Yeezy Boost 350 V2 was launched in September 2016 . West's goal was to make the sneaker slightly more accessible given the huge demand.
The V2 version introduced several improvements , including a redesigned Primeknit upper with a monofilament side stripe woven into the fabric. The laces have been enriched with reflective threads to accentuate the shine of the shoe. The V2 also features a slightly different shape.
The first Yeezy 350 V2 colorway was the “Beluga” .
The Yeezy 350 was the most successful model but certainly not the only one.
Below is a list of all the brand's models with their respective release dates:
Yeezy 750 : February 2015
Yeezy 350 : June 2015
Yeezy 950 : November 2015
Yeezy 700 : August 2017
Yeezy 500 : February 2018
QNTM : September 2018
Yeezy 380 : November 2019
Slides : December 2019
Foam RNNR : June 2020
Yeezy 450 : March 2021
The collaboration between Kanye West and Adidas was one of the most profitable and influential in the sneaker scene. However, the relationship between the rapper and the German giant deteriorated over time, culminating in the official termination of the contract in October 2023 .
The main cause of the breakup is given by anti-Semitic statements publicly released by Kanye and his hostile attitudes towards the leaders of the German giant. These behaviors would have put the brand in a bad light , thus forcing the end of the contract .
Secondly, according to some rumors, there were also differences of opinion between Kanye West and Adidas on the creative direction of the Yeezy line . The rapper would have liked more control over the design and distribution of products, while Adidas aimed for greater commercialization and accessibility.
The breakup between Kanye West and Adidas had a significant impact on both of them and the world of sneakers. The long-term consequences are yet to be defined, but it is clear that this is an event that has shaken the foundations of the sector and will continue to be discussed.
The discontinuation of the successful Yeezy line has undoubtedly created a significant void in Adidas' finances . With a large amount of unsold Yeezy products , the company was forced to dispose of them as soon as possible. As a result, starting from the first half of 2024, it was possible to find several Yeezy models (excluding the most popular ones such as Yeezy 350, Slide and Foam RNNR) at discounted prices directly on the Adidas website or in Adidas outlets around the world.
The repercussions were no less severe for the American rapper Kanye West who, in addition to suffering damage to his reputation due to his controversial statements, found himself deprived of an impressive production and distribution chain like that of Adidas.
Currently, West has resumed production and sales of the Yeezy brand directly on his website, YZY . The products offered do not yet include the iconic Yeezy silhouettes, but innovative models such as the Yeezy Pods are available. However, the difficulty of satisfying the enormous demand from consumers is evident.
The future of the Yeezy brand remains uncertain. To date, the hype it brought with it has faded. The patent rights to the various Yeezy silhouettes have been split between the two parties involved: Adidas and Kanye West. Some patents were acquired by West soon after the separation, while others still belong to Adidas. However, the situation may undergo further changes in the future. Kanye West is determined to continue the brand independently, introducing new ideas and innovations. The huge volume of orders received on the new website indicates significant potential for future growth.
