Snoop and Khalid? Lmao. Ummm, nope. Ask any industry person and they'll tell you Kanye is a big reason why. Adidas followed that up with terrific collabs with their UB line.
The "street credibility" is nonsense. Adidas has taken over the millennial market, not the street market.
This man knows what he's talking about
[MENTION=32]AUcane[/MENTION] always took you for an old head with the way you spoke about some things but your sneaker knowledge on point. Impressed man. Anyone saying that Kanye isn't the reason shows they don't know a thing. Similar to saying Jordan Spieth and not Steph Curry took UA to a new level. Kanye has some of the most committed fans and they hype around his shoes literally jolted the adidas brand.
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Nobody seriously said that. You're taking this way too seriously.
Millenials ain't feeling Kanye like they used to. His own fans aren't. His St. Pablo tour had horrible numbers before it was abruptly cancelled. And again, I'm saying this as a Kanye Mega-Fan. Yeezy been with ADIDAS going on almost 3 years now. ADIDAS was in the red for the first 2 years after he signed.
https://finance.yahoo.com/news/kany...d-110312124.html?soc_src=social-sh&soc_trk=tw
Yeezus doesn't hold the cultural zeitgeist like he used, too.
His last album was the first of this career to not crack platinum status. He ain't that dude anymore. A guy like Snoop -- who hasn't really been associated with his music for years -- has way more sway in a market like Cali than Ye can every hope to have. A dude like Snoop doesn't have to buy a drink anywhere. Kanye ain't even welcome back in parts of his own home town. The streets often decide what's "cool"; this drives mainstream trends (with music and fashion in particular); this leads to sales. Kanye hasn't been cool since he married a Kardashian.