On This Day in Sneaker History, the adidas Yeezy Boost 350 launched for the first time in the transcendent “Turtle Dove” colorway. It may not seem like that long ago, and that’s because it wasn’t. Dropping on this day only two years ago in 2015, the low top silo from Kanye West and the Three Stripes has since gone on to both propel the brand and quiet the critics of the once polarizing partnership.
Debuting at the Yeezy Season 1 Fashion Show in New York City during 2015 All-Star Weekend, the 350 proved the runaway hit from Kanye’s first collection. Drawing comparisons to the industry shifting Nike Roshe Run, the 350 proved to pack a more muted and mature palette than said Sportswear silo, playing to its higher fashion positioning. Paired with adidas’ patented — and for only the second time encapsulated — Boost technology, the “Turtle Dove” 350s were very had to get though still more accessible in both wearability and price than that of the sky high 750.
Retailing for a reasonable yet reachable $200, the shoe would go for (and still goes for) upwards of 11 times its retail value. Helping birth the adidas Confirmed app, the shoe would raffle at accounts across the country and all over the world with Kanye even appearing at a launch in London.
Though made in men’s sizes, the Yeezy Boost 350 would prove to have more crossover success than any recent release, seeing attention from the masses, wearing well on the ladies and eventually launching in GS sizes. Endorsement from famous family members like wife Kim Kardashian and in-laws like Kourtney, Kylie, Kendall and Khloe would catapult the model amongst pop culture while hip-hop’s adaptation of the silo would make it a stunt in our sector. On top of that, it’d even make its way in cleated to the form on the NFL’s gridiron, eventually causing the league to ban its statement style.
While there were definite doubters on what heights Kanye and adidas’ partnerships would hit, even the optimists probably couldn’t imagine the 350 having such a footprint outside of sneaker culture. Often imitated in variant fashion both domestically and abroad, the shoe has been a statement product in both official and unofficial iterations with its limited likeness causing counterfeit flattery galore. Though some may say the V2 is an improvement aesthetically and technically, it will always be the “Turtle Dove” 350 that released on this very day two years ago that changed the game.
Lead image by adidas via Sole Collector