A little over two years ago Kanye West, arguably the most iconic person in pop culture, decided to part ways with Nike to sign with Adidas. He left all the hype of his Yeezy line with Nike, six shoes in total, including the Nike Air Yeezy 2 “Red October” which goes for over $5,000, to be able to have more freedom in the design process at Adidas. Many questioned the move, including myself, but in the past two years West has been able to rebuild the hype to a whole new level.

Adidas launched West’s first signature shoe, the Yeezy Boost 750, on February 21st of last year with a retail price of $350. The release triggered a social media frenzy and an instant sellout, online and instore. Immediately after the release resale prices began to blow up. Now having hit $6000 in certain sizes it doesn’t seem to be slowing down. Adidas dropped the second model of his collection June 27th, the Yeezy Boost 350, a low top version. With a retail price of $200 the shoes like the 750’s instantly sold out and prices on the second hand market are now reaching $4000. Throughout the rest of the year Adidas’s dropped three more 350’s and one more 750, all received instant sellouts.

I have been able to purchase three pairs of 350 boosts and one pair of the 750’s. The 350 boost features a Primeknit upper and Boost technology in the sole. It is one of the most comfortable shoes I have ever worn and I have worn a lot of shoes. Although I love the style of the shoe it is hard to pass up the money. Unlike the 350 model the 750 is a little goofy looking. They have a full suede upper and like the 350’s a full Boost sole, Adidas also added a concealed zipper along the side of the shoe. The 750’s will never touch my feet, they might be one of the ugliest shoes I have ever bought.

Although I am not a fan of Kanye, I respect what he has done in just two years. He has given Adidas new life and allowed them to steal a small portion of the younger consumers from other brands. His shoe might be the most recognizable of 2015, celebrities from Taylor Swift to Justin Bieber have been seen in them. West even gave a pair to President Obama. Kids who aren’t even into sneakers all of a sudden want Yeezys. Adults even know about the Yeezy movement, I am asked everyday “why people pay thousands of dollars for a shoe that looks like a pair of sketchers.” The simple answer is that Kanye means hype!