Source: adidas Originals + KANYE WEST Announce The YEEZY BOOST 700 Mauve
adidas announced the arrival of the Mauve 700 this week. Kanye’s latest drop is hitting at the end of this month on October 27th. This information arrives less than two weeks removed from the surreal White House meeting between President Trump, Jim Brown and Kanye. The moment was hilariously recreated by Alec Baldwin, Keenan Thompson and Chris Redd on Saturday Night Live.
adidas has yet to speak on Kanye’s political aspirations, if that’s what they are, and appears to be fully behind anything Kanye does. The brand has gone all in on Yeezy by dropping more pairs than they’ve already done. Many analysts are stating that politics influences brand loyalty so it seems that Kanye’s “love” for President Trump could be counter to the Creators and Diversity mission by adidas.
adidas is currently in a downward trend as growth has slowed down and many adidas products are on sale. It would seem that analysts are correct, however adidas’ current downward slide began last year. Almost a year ago when the first Yeezy Wave Runner arrived the shoe had a resale value of 1400 per pair. At the same time adidas products hit a wall and resale of general release adidas died completely and that slow down has carried over into 2018. While adidas is still showing growth the company has some serious adjustments to make to recapture the brand’s momentum.
I actually disagree with analysts who feel that politics controls fashion choices. There may seem to be a correlation between the decrease in demand of Yeezy, according to StockX numbers, but the data is only showing the adjustment to how adidas has begun restocking and producing more Yeezy sneakers. The resale value has declined which is a natural progression. Has it helped or hurt adidas that Kanye has taken on an almost servant to master admiration for Trump?
Nope. The Mauve 700, which hasn’t been released has already seen 81 sales at an average price of 532. While the trend shows that the price is decreasing, that is, as I wrote above, the natural progression of sneaker resale prior to a shoe dropping. Kanye’s political ‘connections’ may shape discussion, but as far as fashion… his meeting with Trump isn’t going to affect much at all. Politics and brands is important to brands who rely on strategies surrounding sustainability and politics. In other words, a brand like Allbirds preaches sustainability. If Kanye wore their products and met with an anti-ecology, non-believer in global warming president, that would reflect poorly on Allbirds. If a brand got behind a revolutionary (who trademarks his afro) as he protests against police brutality, and that revolutionary also sacrificed his career and actually donated to causes, then people will support that brand because that is an emotional response.
Kanye’s meeting with the president had no emotional resonance and connection except to inspire mockery and comedy. Trumpeezy Gate does not diminish Ye in the eyes of sneakerheads or fashionistas. What will ultimately determine the success of the Yeezy Mauve is the quantity of the shoes released.
The YEEZY BOOST 700 will be available on adidas.com/YEEZY, select retailers and YEEZY SUPPLY on October 27th. Recommended retail price for the YEEZY BOOST 700 is €/$300. A full list of retailers can be found at adidas.com/YEEZY.
You can find pairs from sellers on eBay right now:
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