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Consciousness & Awareness 36 views Nov 10, 2017
Yeezy Ultra Boost debuted to derision last June

Now, "everyone wants to be like Kanye,'' he says. "Anyone who is interested in fashion, everyone who's interested in being cool, wants to look like Kanye, and that means starting off with a pair of Yeezys.'' Still, Nike, which became the standard bearer for partnerships between sneakers and athletes, says those relationships remain central to its brand. "Our connection to the athlete will always be our most important asset,'' says Nike spokesman Matthew Kneller, who added that the company's Kyrie 3 line, made in partnership with Boston Celtics point guard Kyrie Irving, is the top selling shoe in the basketball category. Wu says that sneakers tied in with an athlete can still sell, but a marquee name is not enough to move shoes off the shelf. Scarpe tubular doom It "has to have the right look,'' he says, and, if parents are the ones paying, often the right price. Golden State Warrior Steph Curry learned that the hard way when his signature Curry Two Low "Chef'' sneaker from Under Armour debuted to derision last June Critics took to social media to make fun of the shoe's generic, dated look. Adidas says sneaker fans aren't so much choosing fashion over athletic performance, as they are demanding a blend of both. Consumers "want an authentic, high-performing product that does its job on the field or the court but they also want it to look great,'' says Simon Atkins, brand director for Adidas America, "The products and concepts and brands that have tapped into scarpe Yeezy Boost 350 prezzo that are the ones that are doing the best.'' Adidas appears to be delivering. As of August, the brand had 11% of market share, second only to Nike, according to NPD. Yeezy Ultra Boost And while sales of basketball shoes made by several major brands tumbled in August, Adidas' sales during that month spiked more than 40%. Ameer Taylor, a 35-year-old maintenance worker who lives in Brooklyn, is a fan Yeezy Ultra Boost of Adidas. But he believes that the hottest sneaker right now is the LeBron James line made by Nike.