The most hyped sneaker in adidas’ history will be officially unveiled at an event in New York City tomorrow, Thursday, February 12. The adidas Yeezy BOOST, part of the ‘Yeezy Supply’ product collaboration with musician, designer and self-ordained demigod Kanye West, will soon become available for reservation to consumers in New York City through a mobile phone application for pickup this Saturday. Wider release plans have not been divulged as of yet. Here’s everything we’ve learned about the adidas Yeezy BOOST in the past week...
Kanye says there will not be a red colourway release of the Yeezy BOOST, as previously rumoured. When asked by some fans wielding cameras if there would be ‘Solar Red’ Yeezys, he replied, ‘Nah, no more red no more.’ We would assume with that statement that Kanye means the all-over red design won’t be re-appearing, and it seems unlikely the Solar Red/Black combo would either - Lord Yeezus is all about progression and doing things diferently, remember?!
Adidas release a statement about the adidas Yeezy BOOST, confirming select Foot Locker, Champs Sports and adidas retail stores in New York will carry the release, with even more limited pairs heading to Packer Shoes and Dover Street Market. To reserve a pair to pick up at one of the stores on Saturday, February 14, you have to download the adidas Confirmed app through the App Store or Google Play. There has been no mention of markets outside the New York area as of yet. The statement is below…
adidas today announced it will release Kanye West’s new adidas sneaker – the YEEZY BOOST, which Kanye debuted on-stage at the 2015 Grammy’s in Los Angeles Sunday – on February 14 in New York.
After much anticipation for the new sneaker, Kanye revealed the YEEZY BOOST on stage during his performance of ‘Only One’ at the 57th Grammy’s.Bringing to life the ultimate in music, culture and fashion from Kanye, the YEEZY BOOST is his first collaboration with adidas Originals. The limited-edition sneaker, which will debut later this month, is exquisitely designed featuring beautiful yet simple materials. The silhouette transcends footwear trends and champions the next way of thinking about sneaker fashion. Featuring adidas’ coveted boost cushioning technology, the YEEZY BOOST will combine the ultimate in comfort and performance with high-end style.
“No one transcends music and fashion like Kanye West,” said Arthur Hoeld, general manager for adidas Originals. “He is a cultural icon like no other and brings a completely new expression to designing shoes. The YEEZY BOOST is the first sneaker that brings Kanye’s unique creativity and individuality to the forefront of its design. It will be highly sought-after and we expect to see unprecedented excitement when we release it in New York during one of the most exciting times for fashion, sports and culture.”
The YEEZY BOOST will be released February 14 in New York against the back drop of Fashion Week and NBA All-Star. Reservations for select adidas stores, Foot Locker and Champs Sports locations can be made prior to release day through the adidas Confirmed app, a first-of-its-kind sneaker reservation app that will change the way the industry goes to market by simplifying the reservation process and putting consumers first. Limited pairs of the YEEZY BOOST will be available at other select retailers in New York.
Kanye wears the adidas Yeezy BOOSTs while performing at the Grammy Awards. Adidas tweets the photo. It’s the first official reveal from the brand, and the photo looks spectacular. It seems odd that restrictions weren’t tighter on friends and family who got their pairs early, given the poor quality of their photography. It’s all part of the hype machine, of course, but this image would have been a brilliant way to be introduced to the model.
Appearing as a special guest at a Big Sean concert in Los Angeles, Kanye takes the mic and delivers a serve to Nike. He tells the fans that Nike aren’t scared of him, then asks the room, ‘Should Nike be afraid of Kanye West?’ It’s an attempt to rouse the crowd but the intoxicants have clearly taken hold of most punters and they don’t know how to answer the question to Yeezy’s satisfaction. The simple answer was, ‘Yeahhhh’, but there’s a fair few ’Nooooo’s muffled in the chorus too, probably out of confusion. Maybe next time Ye should drop a simple, ‘If you think Nike should be scared of Kanye West scream HELL YEAH.’
Ye then went on to tell the audience they should thank Nike because they made him write songs like his anti-corporation anthem ’New Slaves’. Smack!
Some decent snaps surface of the Yeezy BOOSTs on-foot, courtesy of well-connected promoter Jerry Lorenzo.
Kanye confidante Jasper Instagrams some shoddy pics of the pair he has been given, while Kim Kardashian posts a picture of the Yeezy shoe boxes for friends and family. The label reads: Yeezy 750 Boost, although adidas’ forthcoming press release will drop the '750' part. Does the numbering mean more than one model can be expected very soon? Details here.
Adidas launches a microsite with a countdown, which Kanye tweets out. The reveal time for the ‘Yeezy Supply’ collection is February 12 at 4PM.
People wishing to purchase the Kanye West collaboration with adidas Originals will have to download the adidas Confirmed reservation app. Details here.