How did Kanye Build the Yeezy Brand?

Judging by the fact that you’re reading this blog, it’s fair to say that you have heard about Yeezys before, and no surprise but, so have I. Seems obvious right? But how did we get here? How did Kanye manage to build such an iconic brand with releases that are so popular that people will camp out for days to get a pair, or even hire someone to do that for them. How has an industry as niche as “Yeezy sneaker buying bots” even emerged, seriously have a think about how well a brand has to be doing for there to be an entire industry built around creating scripts that buy that product more efficiently for you. If that’s not enough, have a think about the people who are willing to spend literal thousands of dollars on the resale market, just to get a pair of shoes that was released at around $250. Let’s talk about that.

The man behind the brand is the famous Kanye West. Kanye is a famous rapper and provocative public figure. If there’s one thing he knows how to do, it’s receive attention (both good and bad for that matter). Kanye started the Yeezy brand by pairing with Nike to create releases such as the Red Octobers, The air Yeezy 1 and the Air Yeezy 2. These are by no means cheap yeezys, they now sell for thousands of dollars on sites such as stock x. Kanye then made the switch to Adidas when he felt like his contract with Nike was restricting his creativity. Personally, I think this was a brilliant move as having another huge line of shoes under Nike’s wing would just leave the brand feeling cramped. I don’t think there was enough room in that lane for both Air Jordans and Yeezys so it was better that Kanye got to occupy an entirely different lane when he switched over to Adidas.

Kanye’s overall goal since joining Adidas is to produce cheap Yeezys for all. He has claimed that he wants to make Yeezys a household name, and the way he is going about that is by releasing a much larger amount of each colourway. This way people get to purchase cheap yeezys without the use of a bot or resorting to buying replicas.

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