The Impact of Celebrity Partnerships With Sneaker Brands by John Kim 55 Comments
May 23, 2013 BY John Kim / 37
Perhaps one of the most painstaking releases in Nike history was the Nike Air Yeezy 2 in 2012. Some may postulate that Nike’s Twitter RSVP system was created just to counter the seemingly limitless crowds that would undoubtedly show at storefronts, and although independently owned shops did not employ their own “Twitter RSVP”, Nike did encourage each store to use a raffle-style release in order to minimize the camp-out craze. Two colorways of the Air Yeezy 2 came and went, and considering the original Air Yeezy released in three versions, many believed that a third Air Yeezy 2 colorway was in the works – especially with that curious “Kobe” colorway in purple/red/volt still swimming around the net and Gentry Humphrey himself coolly mentioned that “things are still in the works”. With that said, the excitement around the Air Yeezy 2 has never waned, but recent events have propelled this discussion topic back to the surface. Tonight’s topic on What Do You Think?: What could the release of the red Nike Air Yeezy 2 colorway mean for the sneaker game and how will it go down?
Over the last year, we’ve seen a few Air Yeezy 2 “samples” and unreleased versions pop up on the net. Kanye himself wore an unreleased Black/Mint colorway, and then there was the aforementioned “Kobe” colorway, an “Oreo”-style” colorway of Black/Grey with speckled midsoles, and most recently, an all-red version in a two styles (one snakeskin, another mesh). While those samples kept the dream alive, hopes for a third Air Yeezy 2 were dying down, until the events of this past weekend involving Kanye West, Kim Kardashian, and the season finale of Saturday Night Live had some theorists putting some provoking pieces together. Kanye West’s next album Yeezus is currently due up for a release on June 18th (roughly one year after the Yeezy 2 released), so the belief that a third Air Yeezy 2 release occurring adjacent to or on the same day of the release of the album would seem to “make sense” (if a release goes down). Rumors regarding a red Air Yeezy 2 release started cooking up on Niketalk, where some individuals with deep and dark connections saying they “already know of the release plans”, followed by a disheartening “I’m not even trying”. Another source on the forums called it “mission impossible”. Well, dang.
So what could “mission impossible” and “I’m not even trying” signify? Nothing has been officially confirmed or dispelled, but there are certainly some promising signs signifying that the Nike Air Yeezy 2 “Red” has the potential to release to the masses in some form or fashion. Some interesting rumors and theories – an online auction-style release like the Nike Mag 2011 (proceeds going to charity?), a Twitter-based release like the ParaNorman Foamposites (tweet a picture of yourself shrugging?), a “golden ticket” contest in which the only chance of obtaining a pair is to purchase Kanye’s album (not that he needs any gimmicks to promote it), or a regional release like what Kanye did with his debut showing of the “New Slaves” video? Maybe Kim’s pregnancy is a hoax and she’s hiding the Red Yeezy 2s under her Givenchy gown? Or perhaps Nike will throw a real curveball and surprise us all with a straight-up retail release without any notice or a release date, but that seems unlikely after all the dirty dealings that went down at many retailers for the release of the first two Yeezy 2 colorways.
So maybe you can blame the sidewalk-blocking lineups outside of stores months in advance or the retailers who decided to flip their stock on eBay or sell under the table for way over retail, but in any case, getting a pair will no doubt be a tough task as Nike will most likely use some unorthodox procedures to get these out to the public should that day ever come. The potential release of the red Air Yeezy 2 is indeed a hot topic this week, so join in on the conversation below and chime in with your thoughts on the shoe and the possible release mayhem that will come with the territory if they drop. Will you be pulling out all the stops to get your pair and what would you be willing to pay to get them?
Filed under: Air Yeezy
Personally this is too much red coming from a person who loves red, you guys can kill yourselves over them. If you guys want but if you like them because you like them not because you ears perk when you hear Yeezy then buy 'em,.
To be honest, I would just resell these if I got them, cuz I don't like to wear shoes in all the same color no matter what shoe it is.
This shoe doesn't do it for me. I hope they do release more colors, restock and rerelease to get these damn resellers in check. It's crazy out there.
I don't see why all these niggas in the comments are so pissed, you read the article? You gonna cop the sneakers if they release? I understand y'all have opinions but the fuck, this is SneakerNews, we LOVE sneakers, go post on an article of the sneakers you like/love, why bash these shoes if your not even gonna get them? That's like going to a movie you hate, didn't want to see and since you hate it your gonna rant through the entire film, the fuck you gonna ruin it for everyone else for, stay your bitter ass at home. Stop posting negative shit on a post your not even interested in it's weak
ill buy them...... and trade them for some db9s I have a connect at a boutique I wont have to wait inline like I did with the first pair.
fucking disgusting colourway. the only thing that would be cool about these is that they glow red instead of green
All garbage. I boycott this release as Kanya West is a bottom of the barrel "artist" and an even worse "entertainer". A talentless vegetable dangling from the puppets strings of our empty, visionless generation. Embarrassing.
Nike Yeezy = Hypebeasts/Resellers... Sneakerheads need not apply.
Hey Ye', collaborate with Le Coq Sportif or Puma, and NOT a limited release... THEN we'll see how good/popular your work actually is. #substance
if i can get a pair (retail) i'll wear em for a while then toss em over a phone line and see how the fiends react lol
I wouldn't be surprised if they drop these randomly with out notice, but word will get around because people in the select stores will talk. Also if the release them on Nike.com they should just put them on the site no twitter link, so whoever happens to see them gets them.
Like I said I nickname these shoes "Blood Diamonds" for that very reason. If they come out for release I'll try again, if I fail oh well move on and there is always better stuff in the end. I like this shoe all red with some Grey laces look nice. Good Luck to all.
i wish there was a better way of handling it i got a pair of yeezys last summer with out a problem for retail but that twitter shit sucks
@resellislife sure you do buddy
Me on the other hand, HOPE they release these retail, even if limited, I'm gonna try to get these, def would be grails for me!! And that Yeezus album, can't wait! #0618
@King leon you know someone, wow, nice. Can I have your autograph? I have a coca cola bottle with my name on it, want to trade?
@caseyflinders You know that would be interesting to actually see that happen. You know people go crazy for Ronnie's Asics but what about if Kanye did a collab with smaller branches. I remember the Louie Vuitton collab went successful, that's a good question. Lil Wayne went with Supra, Wiz with Converse, Casie Veggies with Puma. I'm actually curious now you have my attention.
@caseyflinders so true
Lol someone would take that risk of gettin electrocuted and almost die but be in the hospital like "I got them Yeezys tho"
@Nonhyped please dont start with the corny ass nicknames..
@I_AM_DRE09 I can see it on instagram now lmao
I think "blood diamond" is a fitting name. Other than the shoe being red, Nike would release these in limited quantities to drive up the price, not unlike major diamond traders, such as De Beers. Also there's a chance some people will get assaulted or killed over their Yeezy 2's.
@badgerbiscuits @Nonhyped Look who is talking BadgerBiscuits lmao. You have badgers as pets that eat biscuit for breakfast? Alright I'll stop anyways I never get hyped for these stuff, I don't know why you guys go crazy sneakerhead or not hypebeast or not reseller or not relax. Hang tight and enjoy the summer if you can't cop just relax better stuff come along.
@QKicks That will never happen I can tell you that honestly. With blogs like these up and other sites throwing pictures no shoe collaboration or Retro is safe from a drop. Only way is shut down the Internet pull the plug and then where will people get the news? Newspapers? Retail workers? Who knows? Good Luck anyway.
@DominicD I don't know about being killed over them lol. Yea they will cause trouble. Everytime since the Galaxy riots mall security has been working and searching and then kicking people off the property before opening. I seen bums camping in the bushes hiding away from security lol. Why the trouble? I like the shoes to go that far though may seen fun in your eye, but it's whatever your risk in the end. Don't blame Nike alone either, you have free speech people go to Nike headquarters in numbers and demand more shoes Occupy Nike lmao. Damn I went full retard on that my bad.
The Impact of Celebrity Partnerships With Sneaker Brands by John Kim 55 Comments