The rise and fall of Yeezy: the story of the brand that changed the sneaker industry
The beginning of cooperation with Nike
In 2009, Kanye West signed his first deal with Nike, launching the Yeezy brand. Although the partnership lasted only four years, it saw the world see some of the most iconic sneaker models.
Today, some pairs of Nike Air Yeezy sneakers sell on the secondary market for an average of £3,000 and significantly more, depending on the model and condition. This period marked the beginning of the Yeezy brand's history.
Switching to adidas in 2015
In 2015, Kanye West unexpectedly signed a deal with adidas. For many fans, this came as a real surprise, as his collaboration with Nike had already become iconic.
However, few could have predicted that this collaboration would become one of the greatest cultural phenomena in the sneaker world.
The first model was the Yeezy Boost 750, which remains a coveted find for collectors.
Following this, other legendary silhouettes were released: the Yeezy Boost 350 and 950.
End of Collaboration
In 2022, adidas announced the end of its collaboration with Yeezy following Kanye West's controversial and anti-Semitic statements. The company then gradually sold off its remaining stock, announcing that no new Yeezy models would be released by adidas.
Adidas also donated a portion of the proceeds from the sales of these remaining stock to charities.
After the end of the collaboration, adidas released several remaining releases of popular models, including the Yeezy Boost 350 V2 and Yeezy Slides. For many fans, this was their last chance to buy original Yeezys at the official price.
What's next?
Despite the end of his collaboration with adidas, the Yeezy story isn't over.
Today, Ye continues to develop his YZY brand independently of major sportswear companies. He releases new footwear, apparel, and accessories through his own sales channels, focusing on minimalist design and more accessible prices.
Whether the new YZY can replicate the success of the legendary adidas collaboration remains to be seen. But one thing is certain: Yeezy's influence on modern sneaker culture remains enormous.
