10 Ways Kanye West Changed Sneakers Forever

Anytime you see a sneaker with a color combination of black, pink, and green, it automatically gets hit with the “Yeezy” nickname. From customs made completely from scratch to actual releases like the “Mint” Roshe Run FB and the Foamposite Pro “Solar Red,” you officially have an Air Yeezy-inspired sneaker when you combine these three colors. Nike knows this happens, too, and loves it. Encourages it, even. On NIKEiD, you can easily create custom footwear from several categories with the exact same color blocking as the “Solar Red” Air Yeezy 2s. To top it all off, you can even add a glow-in-the-dark outsole. Nike is fully aware of what its doing when it offers these custom options. Whether you like it or not, the color combination and nickname are here to stay. The “Black/Pink/Green” colorway is to Kanye West what cement print is to Michael Jordan.

The discussion of market value makes many sneakerheads cringe, but whether you like it or not, it’s a significant part of the game now. The Air Yeezys weren’t the first sneaker to be valued at over a grand, but they’ve blown any other sneaker that was officially released to the public out of the water. And let’s emphasize the part about officially released to the public. Those PEs, UNDFTD IVs, and Nike Mags—all of which make the Yeezys look like GRs and were only attainable through special means—don’t count as being officially released.

The resell value of the first Yeezys were tame: Back in those days, the “Zen Grey” and “Net” Yeezy Is were going for well under $1,000 while the coveted “Black/Pink” pair could actually be purchased for a little over a grand. While those prices have obviously risen over time, back then, these prices were nothing new to a sneaker world that had already been exposed to the insane value of Tiffanys and Supreme Dunks.

His follow-up pairs took resell value to new levels, though. Right out of the gate, both Air Yeezy IIs hit the resell market at upwards of $3,000, and resell prices for the “Red October” started at $4,000. Prices like this shocked even the most seasoned sneakerhead.

Look, no one is trying to dispute the legendary status of Jordan Brand. Kanye’s five years with the Swoosh versus the 29 years and counting of Air Jordan can’t even compare, but let’s not dismiss the bold claim Kanye made when he spit the line: “Hold up, I ain’t trying to stunt, man, but these Yeezys jumped over the Jumpman.”

What Kanye has been able to do with his first two Nike Air Yeezys has never been done by anyone with a signature sneaker. And remember: This is a non-athlete we’re talking about. The hype, demand, and the sneakers in itself are in a league of their own. In fact, when Kanye released the Yeezys between ‘09 - ‘14, name another sneaker from Jordan Brand in that same period that even got close to the level of Yeezys in terms of design, quality, and demand. “Doernbecher” Vs and “Banned” Is, maybe?

Face it, Jordan Brand's overall portfolio and body of work make it unfuckwittable, but if you just take the last decade, the Jumpman’s not without its share of flaws. It has its rightful place in sneaker history, but don’t get so wrapped up in nostalgia, romanticizing about your favorite player and the feeling of getting your first Js as a kid, to think that no one can challenge the throne. The Yeezys didn’t jump over the Jumpman, but it sure broke out one hell of a crossover move like a young Allen Iverson going at the G.O.A.T.

You don’t need to analyze numbers or look at charts and graphs to know that Kanye West has influence. All you need to do is walk down SoHo or Beverly Hills or scroll through the WDYWT hashtag on Instagram to see the Kanye effect. Seriously, the man got people to wear glasses that look like Venetian blinds and leather biker pants, so it should come as no surprise that his reach on popular culture is second to none. Whatever Kanye wears, people take notice and follow suit.

Remember those all-red Nike Air Max 90 Hyperfuse joints from the “Independence Day” pack that released last summer? Those were sitting on shelves for weeks until Kanye was spotted wearing them one day. After that, resellers scooped up pairs and sold them for double the retail price, knowing people would be willing pay top dollar. Other sneakerheads scrambled to NIKEiD, trying to decide between Solar Red or Light Crimson to create a copycat pair.

Let’s make this clear: Kanye West was not the first non-athlete with his own signature sneaker. The likes of Jay Z and 50 Cent already beat him to the punch years before the release of the first Nike Air Yeezy with their signature Reeboks. But even though he wasn’t first, nobody’s sneaker had the same cultural impact and changed who brands aligned themselves with as much as the Yeezys.

Jay Z and 50 Cent’s sneaker deals were extremely successful, but competitors didn’t race to sign the next big artist to copy Reebok’s formula. After Kanye’s Nike deal, though, brands started rethinking their strategy after realizing the impact a non-athlete could have to their marketing and bottom line.

It wasn’t long before other athletic footwear companies began to partner up with artists: Reebok recruited Swizz Beatz to become its creative director, adidas swooped up Big Sean and 2 Chainz, and Supra got Lil Wayne. In the wake of the success of the Air Yeezy line, these recent partnerships were no coincidence.

In a culture where stunting on social media is everything, sneaker blogs are right there to capture every moment. From weekly recaps of some of the best kicks posted on Instagram to what pair of kicks a celeb has on, image is everything. No one drives this phenomenon more than Kanye, though. It even seems like people care more about what kicks he busts out than when his next album will drop. And for an individual who came up in music, this is a big shift that speaks volumes of his influence in other subcultures.

Of course blogs are going to cover what someone in the NBA is rocking on the court—it’s basketball, so kicks are an integral part to the game. But when it comes to Kanye, sneaker blogs care so much about what kicks he’s wearing, to the point they might as well have their own section dedicated entirely to him. Can you imagine if dude had an Instagram and all the stuntastic moments of exclusive shit we’d see? That could be content for days for some of these blogs.

Contrary to popular belief—or at least what’s usually seen in the streets—there’s more to sneaker culture than a pair of Nikes or Jordans. Thanks in part to Kanye West, sneakerheads who typically never go beyond the Swoosh and Jumpman have found themselves looking for Balenciaga Arenas, Raf Simons high-tops, and those red patent leather Ato Matumoto joints. He piqued the curiosity of many when he wore Visvim FBT moccasins in the “Can’t Tell Me Nothing” video. He even got sneakerheads looking at Louis Vuitton as more than just the brand that makes your girlfriend’s handbags.

One of his greatest assets is that he actually has a sense of fashion, so when sneakerheads see these unfamiliar silhouettes for the first time paired with his outfit, they’re put together in a way that makes sense to the rest of us (i.e. he’ll never rock a mink coat in the winter like Killa Cam, or rock some mink boots in the summertime like Will.I.Am).

His influence and reach will be put to the test once his adidas collection releases, but given his track record and the impact he’s already made on the culture, you expect a huge reaction. In fact, sneakerhead elitists who would typically scoff at the idea of owning a pair of anything branded in the Three Stripes will have adidas on their radar. All thanks in part to Kanye West.

In an industry where sneaker reselling is looked down upon, nearly everyone took exception when they realized what they could make in return with Yeezys. While some resellers go after any and all retro Jordans just to make a quick $50 come up, for the majority of sneakerheads, a small profit like that just isn’t worth the hassle.

For the Yeezys, though, everyone turned on their sneaker morals knowing they could easily take a sneaker that retails for close to three C-Notes into three grand. It might be hard for sneakerheads to resell kicks that hold so much nostalgia—like associating “Concord” XIs with MJ’s comeback or remembering “Black/Red” Jordan Is as their very first pair of Js—but with no emotional attachment or history with Yeezys, people didn’t think twice to let them go. And hey, when people are willing to pay enough money that can go toward two months’ rent or your next vacation, why not?

Kanye West said it best himself on “Last Call” when he spit, “I'm the Gap like Banana Republic and Old Navy,” as a reference to his ability to connect the underground scene of backpack rappers with mainstream music. It didn’t just stop there, though. His sneaker collaborations with Nike and Louis Vuitton introduced people to entirely new subcultures.

When the Air Yeezys dropped, even his fans who never owned a pair of Jordans in their life fully immersed themselves into the world of sneaker culture—campouts, resell prices, and blogs—just because it was his shoe.

His collaboration with Louis Vuitton had the same effect: Streetwear kids who had no business owning any luxury goods suddenly took an interest in a pair of sneakers that retailed for nearly five times as much as a pair of Yeezys.

The man has an engaged fanbase that is fully committed to him even if it means entering different niches. It goes to show just how his influence transcends lifestyles and demographics.

In 2009, all sneakers were dropped randomly on Nike Store, including the first Nike Air Yeezy. Just three years later, the landscape changed completely. We got used to the concept of Twitter Link Only and woke up early on the weekends for 8 a.m. EST launches.

With the online drop of the Yeezy 2s, though, Nike strayed away from these set rules with a completely random release. We’re sure we don't have to remind you that it happened again this year with the “Red October.” When Nike has to break its own rules for a release, that's when you know it's a game-changing sneaker.

It was no different with boutiques, either. Stores abandoned the traditional first-come, first-served route and opted for safer alternatives like raffles. Can you name another sneaker that had stores preparing gameplans?