If people always see rap singer Kanye West as an emotionless person, then in his fashion, Kanye always brings stories, images, and predictions about the world. Although each release causes a storm with many mixed opinions, no one denies that the Yeezy brand with the Kanye label has such a huge in
Kanye West was born in 1977 and is a rapper, musician, businessman and fashion designer. In addition, he is also known as the husband of famous TV personality Kim Kardashian.
From the early days of his career, Kanye West has shown interest and concern for the fashion industry. Adidas Yeezy is a familiar name to many people. However, few people know the fact that Nike is the brand Kanye West initially started with. This combination has achieved some success. However, both sides do not have a common voice in agreeing on benefits. This contradiction caused them to stop cooperating. Besides, many opinions say that Nike Yeezy is the most rapper-like shoe model. During 5 years of working together (2009-2013), Kanye and Nike left behind impressive masterpieces such as Nike Yeezy Zen, Nike Yeezy Blink… In particular, Air Yeezy 2 SP Red October closed the collaboration with 5,000 copies. The pair was sold out after only 13 minutes of opening on the website.
At the end of 2013, Adidas officially announced its collaboration with the American male rapper. The transition from the signature swoosh to 3 lines made Yeezy even more famous. In February 2015 – one year and three months after its announcement – the name and design of the first product were revealed. Adidas Yeezy Boost 750 is a pioneering masterpiece, opening up a new era of sneakers for fashionistas. The Follow God singer has mastered making the world curious. The evidence is that right from the “tease” images to the male rapper himself wearing unreleased shoes at a high-end event, “shoeheads” are always looking forward to the day the product hits the shelves. His series of designs all have a unique and impressive appearance. Besides, the boost material creates a comfortable feeling for the user’s feet. He even put seaweed into shoe production. To date, adidas Yeezy is considered one of the most influential brands in the world.
Not only shoes, Kim Kardashian’s husband also designs garments. On October 29, 2015, the first fashion collection of adidas Originals and Kanye West – Yeezy Season 1 was released. It attracts attention thanks to its minimalism, reflecting the male rapper’s style. As usual, the American singer did not forget to promote the unique sneakers he created on the catwalk. He always cherishes the fashion items he makes and considers them as works of art. The designer once shared in an interview that Yeezy is the apparel product of McDonald’s and Apple. That statement shows Kanye’s pride in his brand, wishing it to become the next standard of the fashion industry.
According to Lyst, the hype from his social media campaign sparked a 45% spike in Yeezy search demand on its platform in the week after it went live compared to the week before. “The Yeezy team is committed to culture and art as well as pop music and is not afraid to test those rules in their marketing efforts,” said Quynh Mai, founder of Moving Image & Content.
This direct-to-consumer advertising tactic not only saves money but is also a way to bring his products to the masses. “Yeezy’s marketing approach is so effective because it balances exclusivity (art, celebrities) with popularity (Instagram, cinema). His campaigns are expressions of artistry. creative techniques while his distribution strategy is mass,” Mai said.