Kanye aur Adidas ka rishta tootne ke baad, Yeezy shoes ke prices mein aayi hai bahut badi giraawat! 😲 Kya ab Yeezy sneakers ka safar khatam ho raha hai? Aur aapke paas hai koi Yeezy? Comment mein zaroor batayein! Watch now to uncover the full story behind Yeezy’s rise and shocking fall.
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00:00In 2015, the famous rapper and producer Kanye West partnered with Adidas to create a sneaker
00:17brand that became one of the most influential brands in the world, Yeezy.
00:26This brand grew so fast that by 2020, its revenue reached 14,000 crore rupees.
00:33And it left behind big brands like Jordan.
00:37Despite Yeezy's success, in 2022, after Kanye's controversial statements, Adidas broke its
00:44relationship with him.
00:45Yeezy was historically considered a status symbol for being overpriced.
00:50So why are Yeezy Pods, which were sold for Rs. 16,000, now being sold for Rs. 1,600?
00:56Today, in this episode of 1st A Fashion, we will find out the answer to all these questions.
01:01In the last 12 months, his pre-tax income was Rs. 1,200 crore.
01:05Partly because of his Yeezy apparels.
01:08Born in Atlanta and raised in Chicago, West used to get scolded a lot for sketching sneakers
01:14in middle school.
01:16His fame gave him a chance to return to his first love, sneakers.
01:21In 2007, he designed a shoe for Japanese apparel company, A Bathing Ape, which had a teddy
01:28bear logo, which can also be seen on his early album covers.
01:32Today, if you look for those shoes, they can earn you lakhs of rupees.
01:37When he was sitting on a flight with Nike's CEO, Mark Parker, he took out his notepad
01:44and showed him the sketches.
01:45Parker was impressed and said, this guy is interesting.
01:49Let's make a shoe with him.
01:51This is how Yeezy was born.
01:54This name is actually a short form of Kan Yeezy, which Jay-Z gave him in an intro of a song
01:59in 2000.
02:01Parker gave West a chance to work with Air Jordan's designer, Tinker Hatfield.
02:07Nike Air Yeezy 2 dropped in February 2014.
02:12And these shoes worth 20,000 were sold out in just 11 minutes.
02:26When Nike's sales were increasing, especially after the release of Air Yeezy 2 in 2012,
02:33West felt that the company was treating him like a celebrity.
02:37At that time, Nike was not ready to give royalties to celebrities on their shoes.
02:42And West tweeted in 2016, in which he claimed to be in debt of 450 crores.
02:49And then asked for 8000 crores from Mark Zuckerberg to fund his creative ideas.
02:56His career survived despite all the controversies.
02:59When Adidas executives found out about his dissatisfaction with Nike, they called him
03:06to the company and signed him in 2013.
03:09West gets 15% royalties on wholesale plus a marketing fee.
03:14This deal was a big deal.
03:16Let's do a comparison.
03:18Michael Jordan's royalties are around 5%.
03:22His biggest breakthrough is 350.
03:25West converted trainers into high fashion and made low-top sneakers cool.
03:30His brand was built with his limited releases and surprise drops.
03:35Much like Air Jordan.
03:36The most impressive thing was that West is still the owner of 100% Yeezy.
03:41This is the reason why he became a centi-millionaire long before.
03:46By 2019, West started saying this to himself.
03:50In 2021, he changed his name legally.
03:53And Adidas Yeezy products were sold for more than $1 billion for the first time this year.
03:59But this started spoiling his relationship with Adidas.
04:02Adidas' partnership with Kanye West, which developed the Yeezy brand, ended in 2022.
04:09Adidas employees were already fed up with West.
04:13He used to show them pornographic videos many times.
04:16In this German organization, the employees were asked to upload pictures of Hitler.
04:22And God knows what else.
04:24After this breakup, Adidas had a big share of Yeezy's shoes.
04:28First, they thought of burning the remaining shoes.
04:31But later, they decided to sell them.
04:34Saying that they will donate the money they get to charity.
04:37With this, Adidas sold one batch of Yeezy shoes online and earned 4,000 crores.
04:43Despite the breakup with West and the closure of Yeezy business,
04:47Adidas hopes that their operating profit will double from last year in 2024.
04:55On the other hand, Yeezy also released new designs after this breakup.
04:59With which they successfully marketed.
05:02They took the spot of a 30-second ad in Super Bowl.
05:06Which was priced at $7 million.
05:09After investing so much money, West claims that his money is over.
05:13That's why there was no money left for the actual ad to be made.
05:17He shot this ad sitting in the backseat of his car.
05:22Only with the help of his phone.
05:25And this is my commercial.
05:27And since we spent all the money on the commercial spot,
05:30we actually need to spend more money on the actual commercial.
05:34But the idea is, I want you to go to yeezy.com.
05:38Y-E-E-Z-Y-E-Z.com
05:43And I'm gonna write it in the bottom of the screen.
05:45And I got some shoes.
05:47And...
05:51That's it.
05:53This gamble was successful.
05:55As soon as the ad went on, West got a sale of $19.3 million.
05:59Moreover, his album also moved ahead in the Billboard ranking.
06:03But the pods released in this ad,
06:06which were initially priced at $16,000,
06:08were priced at $1,600 later.
06:10Moreover, their website is not taking any new orders now.
06:13So was this the journey of Yeezy?
06:16And do you have a Yeezy?
06:18Let us know in the comments.
06:20And whether Yeezy's prices are up or down,
06:22our videos will always be free.
06:25But to keep us motivated,
06:27don't forget to like and subscribe.
06:30See you soon!