There Was a Massive Change in Yeezy Sales Last Quarter

There Was a Massive Change in Yeezy Sales Last Quarter

yeezy and adidas logo

Illustration by Megan Tatem

After cheerleading for Donald Trump and calling slavery a choice…

From one angle, the explosive sales growth is easy to explain. Now that there are more shoes, more people can buy them. Plus, anyone who half paid attention in a statistics class can tell you these numbers don’t tell the whole story. A 500 percent increase certainly sounds like a lot, but without hard numbers we don’t really know how many Yeezys Kanye and Adidas actually moved.

As Powell points out on Twitter, it’s impossible to know if Yeezy can keep this momentum up. He alludes to Jordan Brand, which was similarly built on scarcity, and has floundered whenever its shoes became oversaturated in the market. Adidas, though, might be taking a different page directly out of Jumpman’s playbook.

In 2016, two years after inking their original deal, Adidas and Kanye agreed on a much more expansive long-term contract. Coincidentally, the headline on that story is Adidas Just Made Kanye West Their Michael Jordan. And now we’re seeing this strategy play out in real time. Much like Nike did with Jordan, Adidas is turning Yeezy into its own, self-sustaining subbrand, selling the label’s general-release shoes in larger figures while sprinkling in smaller, special-edition drops.

Since the beginning, Kanye has aspired to make Yeezys for everyone a reality. Last year, he finally held up his end of the bargain. Now, it looks like customers are buying into that vision, too.

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