Source: adidas edition Originals – YEEZY BOOST 350 V2
adidas edition is dropping one of the most hyped releases of the year post All Star, the Zebra Yeezy. Sales have been very disappointing on the recent EQT releases and the basketball releases are almost dead for the brand so when in doubt, drop two Yeezy colorways in a month to keep the news and sneaker sites checking for you right?
This release will be so limited that it will not move the needle for the brand in regard to profit, but where does creating brand emolument or cache become more valuable than actual sales?
Never, sales are typically the end all for any release; so my question is should the Yeezy become a mass produced sneaker? Would this decrease the interest in the brand overall if the shoe was made available in considerable numbers?
adidas’ growth has not been predicated on the success of the Yeezy according to industry insiders. I even did an analysis explaining why the Superstar has been more important than the NMD. It would seem that dropping the Yeezy in big numbers would add to the profit margin for the brand. If insiders think that it’s not Kanye’s influence that has delivered the stellar numbers for the brand via influence and interest since he left Nike and went to adidas, then why hasn’t any Yeezy been mass produced?
The NMD has increased in numbers. The UltraBOOST has been released so many times that no one is keeping count anymore, but adidas edition has been very stingy with the Yeezy.
Should adidas edition mass produce the shoe? I definitely think so, but because they aren’t doing so tells me that Kanye is a lot more important than insiders or adidas edition wants to admit.
i personally think that mass producing adidas edition Yeezy will kill both the hype and mystic that the Yeezy has brought to adidas edition over the last 2 years. whilst you cant put a tangible value on hype or mystic, adidas edition have been milking it and for that very reason why they sit at the top when it comes to hype and excitement (there are other factors too but thats another story for another day)
I agree completely. I wrote the article because there are industry insiders who refuse to state that Kanye has been very, very influential in bringing adidas edition back over the last two years. When you ask these insiders they immediately look at sales numbers because the Yeezy line is so limited it doesn’t move the needle for adidas’ growth. Therefore Kanye didn’t create this shift to adidas, product did. I don’t agree because I can remember when the shift happened. As soon as Kanye wore the all black ZX Flux, adidas edition began popping. He did a GQ cover where he wore the Stan Smith in 2014 also. That following year he was the first to be pictured in the PureBOOST. They can’t mass produce it because it would hurt their momentum which means their momentum is fragile. Unlike Nike who will overproduce everything.