I saw that Rihanna reign coming, but Yeezy season snuck up on me.
After the premiere of his new video with Rihanna and Paul McCartney this Tues morning (Feb 3), followed by the news that he’ll be performing not once, but twice at The Grammys this weekend, there’s an update on the long-awaited collaboration with adidas.
Ye is set to debut his very first collection at New York Fashion Week on Thursday, February 12 just a day before NBA All-Star Weekend kicks off. We call that timing a win and it looks like adidas expects big sales numbers as well.
Limited to New York City, adidas has released an app which allows users to reserve limited kicks on their phone and pick them up from a nearby store, eliminating the headache of dealing with bots and camping out in front of the store for days.
“We are addressing a real market need,” said Simon Atkins, adidas vice president of brand activation. “Until now, the industry standard for reserving hype sneakers has been social media or lottery-based systems, which often result in long lines and unclaimed reservations.”
Atkins also confirmed that “the app is associated with Kanye West.”
Leave a Reply