• Forbes Doesn't Think adidas Partnership With Kanye Will Be Commercially Successful

Forbes Doesn't Think adidas Partnership With Kanye Will Be Commercially Successful

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words // Zac Dubasik Yesterday, Forbes published an article written by Matt Powell on the topic of Kanye West’s partnership with adidas. The story laid out the past of musicians working with sneaker brands, noting that in limited quantities, the collaborations were successful, however they weren’t able to scale. For example, it referenced the failures of Reebok’s S. Carter line. Following a successful, limited launch, the shoe eventually saw broad distribution, before ultimately flopping. According to Powell, “The lesson here is that limited means limited. Just because a shoe blows out at retail on a small number of pairs does not guarantee broad commercial success, regardless of how popular the artist may be and how commercially successful they are. High resale value is not an indicator of broad commercial success.” Powell’s point is that based on his past examples, Kanye and adidas’ relationship will not be a success, because he’ll only be able to sell “so many” pairs. Let’s assume for a minute that he’s 100% right. Let’s say Kanye and adidas' collaborative efforts result in a total of 10k pairs of Kanye West sneakers sold. Even if they were $500 a piece, that’s a fairly insignificant number to t...
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