What's going on here?
Kanye West 's Yeezy brand is his pride and joy outside music. Thanks to their unique shoe and clothing design, fashion nerds and sneakerheads have fallen in love with everything Yeezy's aesthetics have to offer. Last year was particularly exclusive to Yeezy as they released more sneakers than ever before. Nevertheless, it appears that Adidas has seen stunted growth in its tennis department , much of it related to Yeezy sales, according to Reuters.
In the third quarter of 2019, Adidas footwear sales grew by only one percent. According to the report, the decline is not necessarily because Yeezys is doing badly, but because there were fewer Yeezy shares in the market. For example, West released millions of pairs of Adidas Yeezy Boost 350 V2 “White Cream” last year, while in 2019, Yeezy saw no release near it.
The sheer number of Yeezy colorways that have been launched has made sneakerheads think that shoes are no longer unique when in reality this is simply not the case. Instead, the brand is doing very well, but has suffered slightly due to the lack of general mass releases.
With these sales figures in mind, it will be interesting to see if Adidas and Kanye West rethink their Yeezy strategy in the future.
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