Kanye west yeezy why

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This was the first time Nike had collaborated with someone who wasn't an athlete. West wore the Prototypes during an emotional performance of Stronger and Hey Mama at the Grammys in , just a few months after the death of his mother. The Air Yeezy 1 was then launched in a limited series in , followed by the Air Yeezy 2 in But in West ended his partnership with Nike, saying that his share of the revenue from the shoes was insufficient. The following year, he began working with Adidas.

Partnering with Adidas proved to be a lucrative decision. Kanye West back at Gap with Yeezy fashion line. West was the first to do it at Nike on the level of an NBA superstar. On his album, s and Heartbreak , he ditched rap for heavily auto-tuned singing. Then came the bizarre. Then he embarked on his most ambitious tour yet—one that featured him holding forth atop a platform that looked like something out of Close Encounters of the Third Kind , hovering about a dozen feet above the crowd.

In one performance, he suggested Jay-Z might be trying to have him assassinated. The year ended with West hospitalized after the tour cancellation. His first appearance after? A pilgrimage to Trump Tower, where he posed with the president-elect and turned off a lot of his core audience.

His career, however, has proved antic-proof. And he has channeled his intensity profitably, particularly when it comes to sneakers. As sales blossomed at Nike, particularly after the Air Yeezy II release in , West felt that the company was treating him like just another celebrity dabbler. West, however, had always insisted on maintaining ownership of his brand.

After publication, we clarified the time line of the Adidas deal. The next year he leveraged his new album to create a launch party for both sneakers and song, at a sold-out Madison Square Garden.

His biggest breakthrough: the The partnership works both ways. He sat down and drafted a new logo before personally redesigning the packaging.