adidas' YEEZY Sales Increased by 600% in 2018
The “democratization” of YEEZY seems to have worked.
NPD Group reports that adidas has seen a 600-percent sales increase from Kanye West‘s YEEZY footwear line. West’s promised to provide “YEEZYs for everyone” last year resulted in a general release of the YEEZY 350 V2 in “Triple White.” It looks like the tactic worked out for the both parties despite Kanye’s political position. Overall, NPD noted a 10-percent increase in sports lifestyle silhouettes being sold in the market. Brands like Jordan Brand and Converse declined to participate. Nike confirms a sales increase without noting the figure.
Stay tuned to see if this trend will continue in Q1 of 2019. The next colorway that is scheduled to debut is the “Clay” iteration of the YEEZY 350 V2.
The “democratization” of Adidas’s Yeezy franchise also led unexpected gains in Q4, with sales up more than 6X. Whether Yeezy can withstand the pressure of the expanded allocation remains to be seen.
— Matt Powell (@NPDMattPowell) January 28, 2019
