In the summer of 2015, Kanye West releases sneakers that will change the footwear industry forever. Adidas Originals teamed up with YEEZY to create their first product, the jordan 4 oreo, followed by the iconic 350 in the Turtle Dove colorway. Up to this point, no pair of sneakers has attracted so much attention from the public.


The Kanye effect is obvious. Sneakerheads all over the world, of course, knew that this model had a great future, based on Kanye West's past releases with other brands. Recall that these were Reebok, Louis Vuitton, Bape and Nike.

Initially, Adidas and Kanye had a plan to not oversaturate the market with YEEZYs, so pairs were always very limited. Millions of Kanye and Adidas fans dreamed of these sneakers,


But the release of Turtle Dove was very serious - only 9,000 pairs were released. Most sneakerheads were left with nothing, they had to wait for the next releases of Kanye models.






In February 2015, an unpleasant story happened. From one guy right on the street they took his YEEZY. Kanye apologized for the incident, saying, "I want to apologize to all the kids and their parents because not everyone can get the sneakers that are only 9,000 made and because $350 is not an acceptable amount for everyone for them."


He also added, "I know you can just take away a 14 year old's sneakers, but be patient because we will make more YEEZY. In the end, everyone who ever wanted YEEZY will get them. Adidas promised me this because there are a lot of kids out there who want it but can't get it."


At the time, West's promises proved unfulfilled. Kanye set himself a difficult task, in which he was obliged to maintain a balance so that the YEEZY product did not end up becoming a mass market. Now, Kanye West is tweeting that on September 21st we will have the biggest drop of YEEZY. Recall that these will be YEEZY 350 V2 “Triple White”.


If you believe Kanye, then you should understand his desire to make his sneakers almost the best-selling shoe on the market. According to Vivian Frank (Creator of YEEZY Talk Worldwide):


“Kanye wants to be at the top along with Walt Disney and Steve Jobs. He mentioned it a couple of times. But I wear my YEEZYs a couple of times a week, while I use my iPhone 150 times.”


The big question is, "Do Kanye fans need their idol's product to be mass-marketed?"

Nowadays, hype can only be created due to demand prevailing over supply. This has guided the YEEZY brand for the past 3 years.


After chatting with fans, we can easily figure out the main trend of YEEZY's gradual decline in hype: "It's a little jordan 4 oreo infuriating when people start wearing new easy ones that were released in large quantities, the new pricing on YEEZY kills the value of those models that lined up for huge queues."


Just looking at this pricing, we see that in July 2017, the prices for the YEEZY 350 “Turtle Dove” were averaging $2,000, and now, the average price for the YEEZY will be $500.