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YEEZY: THE STORY OF KANYE WEST AND ADIDAS' ICONIC PARTNERSHIP

KANYE WEST'S REMARKABLE JOURNEY

Eager to create products under his own name, Kanye West began his ascent by establishing the brand Pastelle. The American artist then collaborated with various streetwear brands like Bape and Nike.

Always pushing the boundaries, Ye also teamed up with Louis Vuitton for a range of sneakers. Unsatisfied and frustrated with his previous collaborations, he joined forces with sportswear manufacturer Adidas in 2015, which offered him the opportunity to create a joint venture akin to Nike and Jordan. This partnership led to the birth of the Yeezy brand, co-founded with Virgil Abloh, who later launched his own label, Off-White, and served as the artistic director of Louis Vuitton from 2018 to 2021, until his untimely passing from cancer in late November.

ADIDAS x YEEZY: LEGENDARY MODELS

The Yeezy 750 emerged as the first item in the Yeezy catalog. Bearing a striking resemblance to the Nike Air Yeezy II from his previous collaboration with Nike, the shoe was released in an extremely limited edition, quickly generating buzz and attracting crowds. With this initial success, Kanye West introduced the Yeezy Boost 350, the most popular model of his footwear design career. Its futuristic, aerodynamic design and diverse color palette, ranging from subtle to flashy, made this sneaker one of the most sought-after silhouettes in recent years.

The Yeezy Boost 350 played a significant role in popularizing and democratizing the limited-edition sneaker system prevalent today, with selected retailers and raffle opportunities to win the right to purchase. More avant-garde models, like the Yeezy Slide and Yeezy Foam RNNR, reinforced Ye's position as a trailblazer in sneaker culture.

BOOST AND PRIMEKNIT TECHNOLOGIES

Kanye West places great emphasis on the materials and finishes used in his sneaker designs. He expertly combines suede, mesh, and 3M reflective fabrics. However, the hallmark of Yeezy lies in the technology accompanying the 350 model. The Adidas Boost technology, developed through a collaboration between the Adidas Innovation Team and BASF chemists, revolutionized the sneaker and running markets with a midsole made of tiny particles that absorb shock and redistribute energy during each stride. The Yeezy became the face of Boost, spreading its influence worldwide.

The retail price of the Yeezy 350 V2, which incorporates Boost technology, is set at €220, making it significantly more expensive than sneakers like the Air Jordan 1. For the Yeezy 700, retail prices range from €240 to €300.

The iconic shoe's comfort also stems from its Primeknit fabric, which features a flexible, highly durable weave that forms a seamless shoe. This technology, initially designed for running, merged with Yeezy's influence to propel Adidas Lifestyle silhouettes back into the spotlight. The comfort-enhancing Adiprene technology is present in the sole of the Yeezy 700 V3 and Yeezy 500. The Yeezy Slide's EVA foam also offers unrivaled comfort. For a perfect unisex sneaker that combines comfort and innovation in its design, Yeezy is the ultimate choice.

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