With a huge push from Kanye West from the release of the Yeezy Boost 350 and Yeezy Season 1, adidas is coming off its best sales quarter of the year. There's no doubt that adidas is truly becoming an insanely successful sportswear company. Its stock value is rising and people are investing big bucks in the Three Stripes.
While Kanye West is helping to increase the popularity of adidas, adidas is in-turn helping to increase the popularity of the Yeezy brand. According to Nice Kicks, Yeezy is more popular with adidas than he ever was with Nike.
The sneaker now known as the Nike Air Yeezy made its debut at the 2008 Grammy Awards and more than a year later in April 2009, it released to the public. "Not since the release of the Nike Air Jordan in 1985 had there been so much noise and anticipation for a product line by the brand amongst sneaker consumers."
Three colorways release over the next three months and with "Yeezy" search volume peaking on each release.
Despite large peaks in 2012 with the release of the Air Yeezy II in two colorways and in 2014 with the unannounced release of the "Red October" Air Yeezy II, "Yeezy" search volume hadn't increased steadily.
The article explains why now that West is partnered with adidas his Yeezy brand is more popular than ever. In contrast to the two silhouettes totally six colorways at Nike, adidas has allowed Yeezy to expand in to a much bigger line of products. In one year's time West has been able to put out the Yeezy Boost 350 in three colorways, the Yeezy Boost 750, the Yeezy 950 in four colorways and a full clothing line. In addition to a consistent roll-out of products, West has another tool he didn't have while with Nike – the Kardashians.
"The cultural influence of the Kardashian family is real and should not be overlooked. One can’t deny how much extra exposure to a new market and demographic the family provides. A simple Instagram photo from Kim Kardashian will reach almost twice as many followers (51.9M) as it possibly could with the corporate Nike account (28.6M)."
With the recent release of the "Moonrock" adidas Yeezy Boost 350, and more products coming in the future, Yeezy's popularity will only continue to increase. Nice Kicks also indicated that Yeezy jumped over the Jumpman by surpassing "Jordan" in Google searches. Read the full article here.
