The history of YEEZY - how Kanye West created a sneaker empire
The history of YEEZY - how Kanye West created a sneaker empire
Kanye West has been redefining both music and fashion for years. His YEEZY brand not only changed the sneaker industry, but also became one of the most profitable footwear lines in the world. How did it go from the first designs to a billion-dollar empire? Here's the full story of YEEZY.
Kanye's first steps in the sneaker world (2006–2009)
Before YEEZY , Kanye West experimented with the worlds of fashion and footwear. His first official collaboration with a sports brand came in 2006, when he designed a shoe for Reebok , but it never went on sale.
First key collaborations:
- BAPE x Kanye West "Dropout Bear" (2007) - limited edition shoes inspired by his debut album The College Dropout
- Nike Air Yeezy 1 (2009) – Kanye West's first full-fledged sneaker line
The Nike Air Yeezy 1 came in three colorways and became an instant hit – Kanye proved that his designs can compete with the biggest brands on the sneaker market.
Nike Air Yeezy 2 and discontinuation of Nike (2012–2013)
Nike Air Yeezy 2 is a sneaker that has gone down in history as one of the most desirable models. It was released in two colorways:
- Solar Red
- Pure Platinum
Their value on the secondary market quickly increased to several thousand dollars, and after years, prices reach even $10,000 .
However, Kanye West was not happy with the terms of his partnership with Nike – the company did not want to give him more control over the designs or a share of the profits. In 2013, Kanye announced that he was ending his partnership with Nike and moving to Adidas .
The Birth of the YEEZY x Adidas Empire (2015–2020)
In 2015, Kanye West and Adidas announced the premiere of the first YEEZY Boost 750. Since then, YEEZY has become a brand that has changed the sneaker market and set a new standard in footwear design.
Key YEEZY models:
- YEEZY Boost 750 (2015) – the first model under the wings of Adidas
- YEEZY Boost 350 (2015) – a breakthrough model that has become one of the most recognizable sneakers in the world
- YEEZY 700 "Wave Runner" (2017) – the model that started the "dad shoes" trend
- YEEZY Foam Runner (2020) – futuristic shoes made of eco-friendly materials
Why was YEEZY successful?
Limited drops – each premiere was sold out in seconds
Innovative design – distinctive Boost sole and minimalist styling
Hype Marketing – Kanye West hyped up his premieres, and the shoes were worn by top celebrities
YEEZY as a Global Brand and a Billion-Dollar Business (2020–2022)
The YEEZY brand has become one of Adidas' most profitable footwear lines.
YEEZY Value in 2021:
- Adidas made over $1.7 billion on YEEZY
- Kanye West has become a billionaire – his fortune has exceeded $6 billion
- YEEZY 350 V2 has become one of the most popular sneakers in the world
Each new YEEZY model sold out instantly, and its price on the secondary market was often several times higher than retail .
Controversy and termination of cooperation with Adidas (2022)
In 2022, Kanye West encountered serious image problems that led to the end of his collaboration with Adidas.
What happened?
- Kanye West made controversial statements that caused scandals
- Adidas Ends Collaboration with YEEZY in October 2022
- YEEZY collections have been temporarily suspended
Adidas eventually resumed selling some models without Kanye West's branding , but the YEEZY line never regained the popularity it once had.
What's Next for YEEZY? (2023–2025)
Despite ending his partnership with Adidas, YEEZY remains one of the most iconic sneaker brands . Kanye West has announced new projects and isn't ruling out returning with his own shoe line.
Potential scenarios:
- Kanye may create his own footwear brand independent of Adidas
- Collaboration with a new company – there is talk of contacts with Balenciaga or other luxury brands
- Return to cooperation with Adidas on new terms
Will YEEZY come back? It is unknown, but one thing is for sure – Kanye West has changed the sneaker and streetwear market forever .
To sum up , the YEEZY brand is not just about sneakers – it is a global phenomenon that has changed the rules of the game in the fashion industry.
Kanye West started out working with Nike, but his breakthrough came after joining Adidas.
Models like the YEEZY Boost 350 and 700 “Wave Runner” have become streetwear icons.
Thanks to its limited-drop strategy, YEEZY has become one of the most desirable brands in the world.
The end of the partnership with Adidas was one of the biggest scandals in the sneaker world.
The future of YEEZY is uncertain, but Kanye West will likely surprise the fashion world yet.
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