Kanye West and Adidas campaign
Who amongst the two partners has more expertly mastered the art of buzz? Between Adidas’ marketing team and the talented Kanye West, the marketing machinery is proving as precise as ever in the promotion of their first collaboration. For several months, leaks concerning a new model of Yeezy shoes have been carefully orchestrated.
At the beginning of this month, the protagonists officially went into action. Last Tuesday, Adidas introduced its new application Confirmed, which allows Sneakerheads to stay informed about release dates and locations where Adidas collaborations are sold.
The application was especially designed for the launch of the collaboration with West. The American star has meanwhile posted a countdown on his website Yeezy Supply linked to his Twitter account and initially set to expire on February 12.
Now it seems sneaker fans will have to add two more days to the countdown. Adidas Originals announced on Tuesday, February 10 that the Yeezy Boost will go on sale in New York City stores on February 14, in the midst of both NBA All-Star weekend (February 13-15) and New York Fashion Week (February 12-19), and will only be available in a very limited edition in New York City.
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