Will a Larger Adidas Yeezy Boost Release Hurt the Brand?

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Will a Larger Adidas Yeezy Boost Release Hurt the Brand?
Not having royalties and not being able to produce more sneakers were the main reasons he left Nike. And upon signing his deal with Adidas, which started in 2013, he made it clear that he wanted more people to have access to his sneakers. Today he’s making good on that promise with the release of the Yeezy Boost 350 V2 in an all-white colorway that retails for $220. Customers will only be able to purchase the sneakers directly through and the Yeezy Supply web site. They are reportedly releasing 1 million pairs of shoes.

West’s influence, along with scarcity, is what has bolstered the Yeezy footwear line. But what happens when a Yeezy Boost style becomes even more ubiquitous? Will it have the same trajectory as the Jordan brand, which lost market share and cache due to overproduction. WWD spoke with people in the sneaker industry to see if the release will hurt or help the brand.buy Yeezy 700 Static Outlet with best price
This is an interesting release because we’ve never seen something like this. For one, it’s a restock, but they’ve changed the name of the sneaker. It seems like they are trying to appeal to a different customer. This is also the first time we’ve heard a sneaker brand be vocal about democratizing a release and making this coveted sneaker available to everyone.

M.C.: This style has been trading actively in the market for 12 months at around $400 to $450, but that price has gotten lower with the announcement of this restock. We currently have thousands of pairs of this style already on the site. There has been less talk about the shoe because it’s been out for a while. The Yeezy brand is still hot, but [Boost] release has been overshadowed a little by the release of the Acronym x Nike Presto collaboration.
M.C.: I can see both sides of the coin. Adidas is a public company and its main objective is to increase value for the shareholder. From that perspective Adidas is doing what their investors want, so if they have all this pent-up demand and can fulfill it, why not sell it? But Yeezy is Adidas’ premium line. So what happens to the second tier of product that retails around $180 when more people can get the premium sneaker that’s priced at $220? That’s where things can get dangerous. There is a fine balance of making it more accessible but also maintaining the allure.