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Other collections
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YEEZY, THE STORY OF THE KANYE WEST x ADIDAS PARTNERSHIP
THE RICH PATH OF KANYE WEST
Always eager to create products under his own name, Kanye West began his rise by launching the brand Pastelle. The American artist then worked with several streetwear labels such as Bape and Nike.
Forward-looking and visionary to the core, Ye also teamed up with Louis Vuitton on a series of sneakers. Unsatisfied and frustrated by his various collaborations, it was in 2015 that he crossed paths with the sportswear company , ready to offer him a joint venture along the lines of Nike and Jordan. From that meeting came the brand Yeezy, founded alongside Virgil Abloh, who would go on to launch his own label and become artistic director of the house of Louis Vuitton from 2018 to 2021, until his sad death from cancer at the end of November.
ADIDAS x YEEZY, LANDMARK MODELS
The Yeezy 750 became the first piece in the Yeezy catalogue. Closely resembling the Nike Air Yeezy II, the model from his earlier partnership with Nike, it was released in an extremely limited run, created a buzz and quickly sent people into a frenzy. Buoyed by that first success, Kanye West went further and unveiled the model that would become the most sought-after and popular of his entire career as a footwear designer, the Yeezy 350. With its futuristic, aerodynamic design and its many colours, from the most understated to the most eye-catching, this pair quickly established itself as one of the most fashionable silhouettes of recent years.
It played a large part in popularising the limited-edition sneaker system we know today, with hand-picked retailers and a raffle system to win the right to buy. Other more forward-looking models, from the Yeezy Slide to the Yeezy Foam RNNR , would go on to reinforce Ye's pioneering position in sneaker culture.
BOOST AND PRIMEKNIT TECHNOLOGY
Kanye West pays great attention to the finishes and materials used in his silhouettes. Playing with suede, mesh and 3M reflective fabrics, he is never shy about combining materials. But what really defines the flagship Yeezy model is the technology behind the 350. The Adidas Boost technology came out of a collaboration between the Adidas Innovation Team and chemists from the group. Together they revolutionised the sneaker and running market with a midsole made of tiny particles that absorb impact while returning energy with each stride. Yeezy became the ambassador of Boost, taking it to a worldwide audience.
Naturally, the price was set in line with that level of technology. For the Yeezy 350 V2, which uses Boost, the retail price is €220, noticeably more than a trainer such as the Air Jordan 1. For the Yeezy 700, retail prices range from €240 to €300.
But what also makes this emblematic shoe so comfortable is its Primeknitfabric. It is a very flexible and very hard-wearing knit that takes the shape of a seamless bootie. Once again, a technology designed first for running combined with the influence of Yeezy to bring Adidas Lifestylesilhouettes back into the spotlight. The Adiprenetechnology, which offers great comfort, can be found on the sole of the Yeezy 700 and the Yeezy 500. Worth noting too is the change in materials on the Yeezy Slide, with an EVA foam that guarantees unmatched comfort. For a sneaker that works for men and women alike, comfortable and with genuine innovation in its design, Yeezy is the perfect choice.
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