Why Yeezys are Now Easy to Find
Do you know why Yeezy sneakers are finally easy to find, even though they were exclusive when they were first launched? Here is why you can finally buy cheap Yeezys.
Releasing a limited edition of Yeezy sneakers was a marketing strategy that made the brand mysterious and well sought after. Resellers made a lot of money by reselling the sneakers at very high prices to people who wanted them and could fork out at least $1,000. Now cheap Yeezys are suddenly available to everyone. Many people have been wondering why they can find a cheap Yeezy any time. The reason is simple: it’s a change in strategy at Adidas.
Kanye West’s press exposure
The year 2018 was possibly Kanye West’s career’s most controversial year. He repeatedly expressed his support for President Donald Trump, made controversial remarks about the enslavement of African Americans, announced his plans to move back to Chicago, his home city, and had beefs with various celebrities. All this exposure in the press could have, to a certain extent, helped to drum up hype for the release of the Yeezy Boost 350-V2 in September 2018. Why are cheap Yeezys available on the market? The main reason is most likely to be Adidas’ change in marketing strategy.
The new marketing strategy
After the debut of the Nike Air Yeezys in 2009, the Yeezy was made available only to a few people with very good bank accounts. Due to genius marketing approaches, the Yeezy sneaker became popular with celebrities like Macklemore and Jay-Z and became a must-have item. People clamored for the shoes but only a lucky few could find them from resellers at very high prices. The rest of the Yeezy fans could not access the shoes.
After Kanye West’s breakup with Nike in 2014 due to quarrels involving royalties, he went on to collaborate with Adidas. When the Adidas Yeezy debuted in 2015, it was again a limited edition which created a cult following as customers lined up to buy them at the high price tag from resellers. Demand also soared due to the limited availability, great marketing techniques and unique colors, including the glow-in-the-dark. Since the Adidas collaboration started, more than six kinds of Yeezys have been released, including Yeezy 350, Yeezy 350 Cleat, Yeezy 950, Yeezy Powerphase, and Yeezy Boost 700. The Adidas Yeezy Boost range has managed to influence sports, streetwear and high-fashion as many people love to wear the sneakers.
However, Adidas is very much aware that product scarcity, when used as a long-term strategy, can put off customers. That is why they decided that this is the right time to give their customers what they have been demanding for so long, i.e. a cheap Yeezy. The recent mass release of the Adidas Yeezy Boost 350 V2 at $250 is a good indicator of that intention. While the limited-edition sneakers used to sell out within minutes, this current release is still available in many stores, including days after its release. Whoever can spare $250 can now score a pair of the sneakers and the Yeezy cult members are surprised and happy.Share