“Yeezy , Yeezy, Yeezy just jumped over Jumpman.”
Did it though? Did Kanye’s newborn brand actually overtake the giant that is Jordan?
It was quite a bold claim from a brand that, at the time, had only really been kicking for about a year. With the first Adidas Yeezy shoe hitting the streets on October 29th 2015.
But at the time was Kanye right? 2016-17 was definitely a period where everyone was after a pair of yeezys, people were managing to sell pairs for $1000+ at a time with the highest price that I could find being $3400 for a pair of 350 pirate blacks.
So I guess Kanye was right when the song came out, but does the statement still stand? Is Yeezy still the more popular/sought after brand?
If you were to go onto many of the online forums for sneakerheads today to ask the question then the likelihood is you’d be chased off by a horde of ‘die-hard’ sneaker and trainer fans telling you the common line “Yeezy is dead”; and with the huge boost for Nike and the Jordan Brand from their Off-White collaboration it’s becoming harder and harder to disagree. Although people are still fans of the Adidas Yeezy, it isn’t a shoe people jump for anymore.
Personally, I would put this down to the lack of exclusivity nowadays. Kanye and Adidas have released too many pairs and colourways for people to get excited anymore. A brand built on hype and exclusivity will struggle to become general release with a constant output of variations.
Jordan Brand was built on performance and athleticism. Born in 1985 under the name of the best player of the era, everyone who paid attention to sports in America wanted a pair of Jordans, so Jordan did what any supplier does; keep up with the demand. Whenever demand was depleted, they would bring forward a newer, more modernised model of shoe. Constantly keeping people excited and wondering what was coming next lead the Jordan Brand to be incredibly successful.
Supply and demand is exactly where Yeezy went wrong, they have begun to over deliver their products, people hardly have a chance to look at the latest model before the next is announced and released. This is vastly different to when Yeezy started, with people constantly in anticipation of the next release.
Yeezy just seem to be digging themselves a deeper hole at this point as well, increasing the prices of their products in a desperate attempt to keep profit margins healthy. A shoe that started around the $200 or £160 mark, all the way up to £220 in the UK and around $280 in the US. The shoes aren’t even worth that much in the resell market in most cases now, so how they think this retail price works is beyond me.
The majority of posts on social media now are all about Jordan now, and currently they are killing the game with constant releases. Yeezys on the other hand are getting more and more hate.
What do you think? Do you prefer the modern brand that is Yeezy? Or do you prefer the giant that is Jordan?