Yeezy

Yes Adidas is my favourite sneaker brand and Yeezys are my favourite sneakers and if you feel the same or if even you just like Yeezys then this is the blog for you. This blog is dedicated to the Yeezy brand and its history so stay tuned and enjoy your time reading.

HOW WAS YEEZY BRAND CREATED

In 2013 Kanye got the 2 things that he wanted the most, control and respect. His historic duo with Nike was over, Kanye and Adidas were the new power couple now.

Adidas had Kanye’s back a 110% and they were ready to try something out of the ordinary and it was perfect ground for Kanye to get what he wanted. During this time, Adidas was focusing on musicians, and cultural icons rather than sports stars athletes, something that is in brand’s DNA for a long time. They wanted to go back to the golden era where Run DMC were rocking shell toe, Pharrel Williams, Big Sean, Snoop Dogg, all were part of the 3 stripe’s effort to revive cultural dominance for the brand. Since then adidas has partnered with Beyoncé, Childish Gambino and even professional gamers like Ninja. 

Now they have hired new designers like Sean Witherspoon and Jerry Lorenzo. They actually stole quite some big name designers from Nike like Marc Dolce, Denis Dekovic, and Mark Miner but Steven smith is by far the biggest name on the team. Steven smith has worked on a plethora of iconic best sellers, including new balance 997, new balance 500, the Nike zoom spiridon and instapump fury. He is one of the GOAT of sneaker building.

Back in 2010s when this all was happening, the sneaker world was a different place, Nike was running the show and one of the shoe that was running the business for Nike was the Nike Roshe run, this shoe started a whole new trend in sneaker culture. Jordan retros we’re still popular but sneaker heads were focusing on shoes were more comfortable and more affordable. Adidas’s 1st response to that was adidas pure boost and adidas hit the lottery with this technology and Kanye loved it.

Adidas were ready to go get the perfect cushioning technology in boost, Kanye west on board and a dream team supporting cast, Adidas was ready to dethrone Nike and for a brief moment they actually did in North America. The rise had nothing to do with sports players it was due to normal people going out to work wearing their shoes with jeans.

RISE OF YEEZYS  

Someone leaked a photo of Kanye working on a prototype of a shoe while on a commercial flight. That picture didn’t show much, all we saw was an all suede upper, a forefoot strap, and a zipper on a side with a ripped sole no visible adidas branding on the shoe except the subtle three stripes hidden under the strap

Yeezy and adidas’s 1st effort was met with much criticism. The sneaker as a whole was a great departure from what we saw Kanye do with Nike. These shoes were more focused on the sneaker Kanye was more nostalgic about where Yeezy were the shoes that saw the future, a theme that today’s Yeezys still follow.

We’d see quite a few colour ways of the 750s; the first colour way was grey and white but we also got grey and gum, brown and gum and triple blacks. The next shoe we see were the Yeezy 350 v1 this is where the adidas and Yeezy experiment would really take things the next level; a knit low top upper with the same sort of mid sole setup from the 750, very reminiscent of the roshe run, Steven Smith even said that these were also called the  “Roshe killer” among the design team.

The Yeezy 350 debuted in several different colour ways, the turtle doves for the main debut, the pirate blacks, the moon rocks and the Oxford tans. 

Now Yeezy we’re outselling it’s previous efforts but there was one issue both with 350s and the 750s, they were selling out in minutes. Everybody wanted a pair of Yeezys. This shows how popular Yeezys are and how much people want them.