Cyrus Langhorne
Adidas Global Director of Entertainment and Influencer Marketing Jon Wexler recently spoke on his company’s relationship with hip-hop superstar Kanye West and their Yeezy Boost sneakers.
According to Wexler, Kanye came up with the idea to launch his Yeezy Boost 750 sneakers in February 2015 at Madison Square Garden, however, outside events forced them to delay what turned into Yeezy Season 3.
“Yeezy is Kanye. They’re synonymous. He’s very hands on in designing it, marketing it, communicating it, it’s been very dynamic to be a witness to the whole process and the participants – we definitely have conversations that are open and honest about our business and our capabilities. The Madison Square Garden show that we just did, I think it was really unorthodox – that idea was something he put on the table with us in November in 2014 when he went to Portland when he saw a sample of the shoe – we had the convo at that time. That would have been epic to do that in February 2015 with the 750 coming out. But with [NBA] All-Star [Weekend] being in New York, being Fashion Week – we put a pin in it and said, ‘Let’s work backwards from that date and do something really epic.’ It played out and worked really great. 20 million people watched it. It was quite a production.” (“The Breakfast Club”)
Earlier in the month, Kanye provided some major updates on his adidas line.
Speculation on a secret Yeezy Boost sneaker launch developed earlier this month.
People are already lining up at 2 L.A. locations for a shipment sneaker blogs speculate will come Friday. If that’s the case, the stores will learn this weekend how many pairs they’ll each get … it should be around 60. Once the stores are notified, the manager of each store will give the first 60 people in line a wristband, which makes them eligible to buy a pair for $350 a pop. But that’s only the beginning. (TMZ)
Recently, rap star French Montana boasted about Kanye’s fashion and sneaker line.
“Shout-out to Kanye. He never shot no video for his own [The Life Of Pablo] album and he came out for me. So I love him for that. Yeah, that’s really dope, man. He’s really great as a big brother. He’s doing really great. He’s in great spirits. He actually has the best clothing line and sneaker line on Earth right now. His music’s incredible. I feel like he’s on top of his game. This thing is called entertainment. Let’s not forget that. So you know, he entertains people. I love that about him. He speaks his mind.” (USA Today)
