What made Adidas Boost shoes so popular

Sold out worldwide in no time: The secret behind Yeezy

Kanye West did it again. The YeezyBoost 350 V2 Black, which was developed by the artist and entrepreneur together with Adidas, was sold out worldwide within a few hours on Friday. The Yeezy's were offered through selected online channels and brick-and-mortar stores from Friday morning. The demand was so great that the Foot Locker website ran aground and the portals of Adidas and JD Sport could not satisfy the demand either. Fans have been camping in Sydney and Melbourne since last Monday to secure a pair, which wasn't equally positive for everyone. On social media, fans complained that getting a pair of Yeezy's was impossible. FashionUnited, also queued to go through the process and actually came away empty-handed on both the Adidas and JD-Sport websites Bot. Why are Yeezy's so incredibly popular?

The latest Yeezy Boost 350, a black sock model, will no doubt be easy to mix and match, but that's certainly not the shoe's forte. When asked why the Yeezy Boost 350 is so incredibly popular, there is no straightforward answer, but there are at least three factors that make the shoe so extremely successful.

Yeezy Boost 350 V2 Black: Limited availability

The Yeezy Boost 350 V2 Black will be hugely hyped before launch and is available in a limited edition. Although the shoe is not extremely expensive for a sneaker - you pay 220 euros for a pair - the consumer has the feeling of being "selected" after the purchase. That feeling is heightened online by the fact that so many people have been unable to get hold of a pair of Yeezy's.

Yeezy Boost 350 V2 Black: Within a few minutes, the value doubles on the reseller market

In terms of supply and demand, in the event of limited supply, the consumer is willing to pay a substantial amount of money for what he wants. Smart dealers react to this, buy the shoe and sell it within a short time through sales outlets such as Ebay, Farfetch and StockX. To give an example of how lucrative this trade is: this morning, a couple of Yeezy's cost 220 euros, and the StockX was soon asking 880 euros for the shoe. The Adidas x Yeezy Boost 350 in pirate black, a model previously launched by Kanye West for the sportswear group, is already on sale at Farfetch for 2,338 euros.

Yeezy Boost 350 V2: An Unprecedented Marketing Plan

Real sneakerheads have a lot of time and money left over for a limited pair of sneakers. But the fact that the Adidas shoe designed by Kanye West attracts so many fans is largely down to Kanye West himself. "It's about good marketing: Because the name Kanye West is associated with this sneaker, everyone wants it," said Andrew Rottra, who is responsible for purchasing at PL-Line, when we asked him in the past about the popularity of the shoe The shoe is hyped not only by West himself but also by a large group of celebrities, including the Kardashians.

This article was previously published on FashionUnited.nl. Translation and editing: Weixin Zha.

Image: Yeezy Boost 350 V2 Black via Adidas website, screenshots Adidas webshop