The Yeezy Effect

Easily one of, if not the, most popular and desired pairs of shoes on the market are the Adidas Yeezy 350 Boosts. What a name. With a fairly simple appearance, I have continued to wonder how Adidas has marketed such a pair so successfully. One main answer comes to mind: Kanye West. A rap icon who refers to himself as a god, Mr. West has a huge fan base, and a following that seems almost cult-like. With some of the world's most popular celebrities including Kim Kardashian, Justin Bieber, and Taylor Swift seen wearing the shoes, the hype and demand only increases. With the demand at an all-time high, and a limited number of pairs produced, Adidas achieves a tight grip over the consumers. Despite having a retail price of $200, the Yeezy's sell out online in less than a minute, and resell on websites such as eBay for over $750.

Through social media, celebrities basically do most of the marketing of the Yeezy for Adidas. On one of Kim Kardashian's Instagram posts, she literally called the Yeezy, "The most comfortable shoe in the world." While this statement coming from Kim holds very little credibility, it was undoubtedly enough to sell at least some of her 68 million followers on the shoe. On another occasion she even posted a picture of Kanye present Obama with a pair of Yeezys! Even the president is now part of Adidas Yeezy marketing scheme whether he realizes it or not. Everyday I refresh my Instagram feed, and am instantly bombarded by a number of posts with Yeezys in them.

As explained in "The Persuaders," the idea that comes with owning a pair Yeezy's to some, is a sense of "community" and/or "transcendence." Seeing highly praised celebrities wearing such a rare shoe, makes some feel that they too can be or feel like these celebrities in some regard if they can get their hands on a pair of Yeezys.

I personally own a pair of Aididas Yeezys, and have been looked at by some as if I have achieved some sort of transcendence. The fact that teens have been brainwashed to such an extent bothers me. When I wear Yeezys in public, kids will asks to take pictures of them, stare with their mouths open, or ask me, "How in the hell did you get those?" Personally, I don't think much of the shoes. They have a simple silhouette, and feel a little too soft for my preference. All in all, social media and celebrities have brainwashed thousands if not millions of people into associating a pair of Yeezys with wealth or status. I'm definitely not any sort of celebrity or extremely wealthy individual, but owning a pair has given me a very unique perspective of the hype.

In the end, I think that it is honestly sad that some people hold such a high regard for a simple pair of flimsy, moccasin-looking shoes. They are stylish, but not worth anything near $750, let alone $200. Kanye West's latest shoe, and all of the hype surrounding them, just how much of an effect media and marketing have on individuals today. Kanye West, insane or not, is a marketing genius, and has capitalized on millions of loyal fans and followers alike.