adidas predator touch Drake Ink Sneaker Deals With Nike

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Today, getting your own line of sneakers is a rite of passage top selling hip hop artists. Just last week Adidas confirmed that it’s signed a deal with Kanye West, while Drake announced he was designing shoes for Nike’s Jordan Brand. Eminem, 50 Cent and Jay Z have also designed shoes or launched new shoe lines for major athletic wear companies. But don’t expect to see these rap stars shoes in Foot Locker for long. A celebrity sneaker launch is more publicity stunt than big business venture.While shoes attached to NBA stars like LeBron James, Derrick Rose and Michael Jordan are usually manufactured in mass quantities, celebrity sneakers are almost always created in limited runs. West’s previous line of Nike sneakers, the Air Yeezys, generated tons of hype because they were so rare. The release of the Air Yeezy II in 2012 saw people lining up for days before they were released and bidding as much as $90,000 for the shoes on eBay. Matt Powell, an analyst at sports research firm SportsOneSource, estimates that around 5,000 pairs were ever produced. For comparison, Nike most popular shoe sold around 3 million pairs last year, Powell estimates.(MORE: Derrick Rose Injury Threatens $185 Million Adidas Deal)”Part of what makes collaborations like this successful is very, very limited distribution,
adidas predator touch Drake Ink Sneaker Deals With Nike
” he says. “They create a lot of hype, they get mentioned in all the sneakerhead magazines and blogs. There’s a lot of brand attention to it.”It’s these sneakerheads, avid shoe collectors that sometimes have hundreds of pairs of kicks, that are the true target market for celebrity shoes. Their willingness to line up for days for a much hyped sneaker or pay thousands for it on the secondary market makes these shoes seem desperately sought after and generates free press. “A lot of this is about the desire to buy a higher end product that others only aspire to have,” says Marshal Cohen, chief retail analyst at NPD Group. “They’re not necessarily to the same customer that might buy a player product, but a celebrity product has a lifestyle of its own and a following of its own and a collectible nature of its own.”Though West has benefited from the hysteria surrounding celebrity sneaker releases he gave away 50 pairs of red Air Yeezy IIs earlier this year to help promote his latest album he may now try to the buck the trend of celebrity shoes being elaborate marketing ploys. Before leaving Nike, he expressed frustration to anyone and everyone about not being able to distribute the Air Yeezys in wider numbers. “Nike would make you believe it was my fault that you couldn’t get them, but that was not the case,” he said during a stop in Nashville on his current tour. “I wanted there to be as many Yeezys as there was LeBrons, and I wanted them to be at a good price, but that was not my choice, and we’re going to change everything.”(MORE: Here How Much Money Top Musicians Are Making on Spotify)Some celebrity shoes have been both commercial and marketing successes in the past. When Jay Z released his S. Powell says the S. Carter line declined in popularity after its initial hype, and he can see the same happening to a mass produced Kanye shoe. “It will be interesting whether Adidas maintains the same kind of control over the quantities,” he says. “My gut is if they made a lot of Kanye West shoes,
adidas predator touch Drake Ink Sneaker Deals With Nike
they going to find that the demand goes way down.”