With the impending release of the adidas Yeezy Boost 350 “Black” this weekend, and all the hype leading up to it, it’s clear that the Kanye effect is working for adidas. But how well is it working? Or a better question – how well does it need to work for the deal to be a considered a success?
According to a recent report in the Wall Street Journal, adidas is depending on Kanye West to sell a large amount of not only Yeezy Boost, but Boost-enabled products across the entire brand spectrum.
The report concludes that adidas hopes that West will help sell roughly 12 million adidas Boost sneakers. Of course, this includes his own signature line, but also those in the running, training and basketball sectors. This is an exponential leap from the 1.5 million Boost sneakers the brand sold upon debuting the energy return technology back in 2013.