The Rise and Fall of Yeezy: The Complete History of the Kanye West and Adidas Partnership

The Genesis of an Icon: How the Adidas x Yeezy Partnership Began

The story of the Adidas and Kanye West "Yeezy" partnership is not just a business tale; it's a monumental chapter in the history of sneaker culture. It’s a story of creative vision, commercial success, and ultimately, a spectacular collapse. Before Adidas, Kanye West had a notable, but often contentious, relationship with Nike. He released two highly-sought-after sneakers with the swoosh brand, the Nike Air Yeezy 1 and Air Yeezy 2. However, a major point of friction was Nike's refusal to offer West royalties on his shoe sales, a standard practice for its athletes but not its music collaborators. This desire for creative and financial autonomy led Kanye to seek a new partner.

In 2013, the announcement of a partnership between Kanye and Adidas sent shockwaves through the industry. This move was seen as a bold gamble for Adidas, who was lagging behind Nike in the North American market. However, Kanye's immense influence in fashion and music, combined with his a rebellious, innovative spirit, made him a perfect fit for a brand looking to redefine itself. The goal was to create not just a shoe line, but a full-fledged fashion brand, with West given unprecedented control over the design and branding.

The Golden Era: Yeezy's Unprecedented Impact on Sneaker Culture

The first sneaker to drop from the collaboration, the Adidas Yeezy Boost 750, was released in February 2015. With its high-top silhouette, premium materials, and full-length Boost cushioning, it instantly sold out and set the tone for the entire brand. But the true game-changer was the Adidas Yeezy Boost 350, which debuted a few months later. This low-top, knit sneaker with its distinctive ribbed sole became an instant phenomenon.

The success of the Yeezy brand was built on a formula of scarcity and hype. Limited releases, often announced through social media, created a frenzy among fans and resellers. People would camp out for days to get a pair, and the resell market exploded, with some pairs fetching thousands of dollars. The partnership's success was not just a win for Kanye, who reportedly earned a 15% royalty on sales, but also a massive boost for Adidas. Yeezy was credited with revitalizing the Adidas brand image, making it cool and relevant to a younger, fashion-forward audience. The brand's annual revenue from the Yeezy line soared into the billions of dollars, and by 2019, it was one of the most profitable celebrity collaborations in history.

The Downfall and The Final Split

Despite its commercial success, the partnership was never without its challenges. Kanye's increasingly erratic public behavior, controversial statements, and social media rants often put Adidas in a difficult position. For years, the brand navigated these waters, seemingly prioritizing the massive financial returns over West's behavior. However, the situation reached a breaking point in late 2022.

Following a series of highly inflammatory and antisemitic remarks by Kanye on various platforms, the pressure on Adidas to act became unbearable. Celebrities, advocacy groups, and the public at large called for the company to sever ties. The statements were deemed "unacceptable, hateful and dangerous" and a direct violation of the company's core values. In October 2022, after a tense period of review, Adidas officially terminated the partnership with immediate effect.

The decision was a costly one for Adidas, which was left with hundreds of millions of dollars worth of unsold Yeezy inventory. While they have since sold off some of this stock, the fallout from the split has had a significant impact on their business, particularly in the North American market. For Kanye West, the end of the partnership was a devastating blow, effectively halting the brand that had been a pillar of his business empire.

The Adidas x Yeezy collaboration stands as a powerful case study of the modern celebrity-brand partnership. It showcased how a singular creative vision could completely transform a major company, but also how a brand's reliance on a single, controversial figure can lead to its abrupt and costly end.