adidas is dropping one of the most hyped releases of the year post All Star, the Zebra Yeezy. Sales have been very disappointing on the recent EQT releases and the basketball releases are almost dead for the brand so when in doubt, drop two Yeezy colorways in a month to keep the news and sneaker sites checking for you right?
This release will be so limited that it will not move the needle for the brand in regard to profit, but where does creating brand revenue or cache become more valuable than actual sales?
Never, sales are typically the end all for any release; so my question is should the Yeezy become a mass produced sneaker? Would this decrease the interest in the brand overall if the shoe was made available in considerable numbers?
adidas’ growth has not been predicated on the success of the Yeezy according to industry insiders. I even did an analysis explaining why the Superstar has been more important than the NMD. It would seem that dropping the Yeezy in big numbers would add to the profit margin for the brand. If insiders think that it’s not Kanye’s influence that has delivered the stellar numbers for the brand via influence and interest since he left Nike and went to adidas, then why hasn’t any Yeezy been mass produced?
The NMD has increased in numbers. The UltraBOOST has been released so many times that no one is keeping count anymore, but adidas has been very stingy with the Yeezy.
Should adidas mass produce the shoe? I definitely think so, but because they aren’t doing so tells me that Kanye is a lot more important than insiders or adidas wants to admit.