Kanye West has a billion-dollar brand under the adidas umbrella, but a decade ago, things were much different for the finances surrounding his footwear.Īfter the astronomical hype and long-tail success of two signature sneakers with Nike, West was not having it with the Beaverton brass by the end of 2012. As that changes, Boardroom recalls the loaded history of the casual kicks. Full-family sizing made them a status symbol for influencers of all ages.ĭespite carving out a lane in the market and even appearing in a cleated form on NFL fields, the original “Turtle Dove” drop was a one-off release at retail. From Kanye’s creation to Kardashian’s co-sign, the “Turtle Dove” 350 became the ‘it’ shoe for fans of fashion, rap, and reality TV. The “Turtle Dove” 350 has endured the test of time while appealing to different demographics and crossing over to various categories. adidas Yeezy Boost 350 “Turtle Dove” (via GOAT) Originally released on June 27, 2015, the $200 slip-on now sells for around $1,000 on StockX despite added allocation coming with word of its return. While an array of Yeezy Boost styles and Foam Runner renditions are set to release and restock, no launch compares to that of the return of the “Turtle Dove” adidas Yeezy Boost 350. With Yeezy Day 2022 upon us, the world celebrates Kanye West‘s catalog with the Three Stripes.
This week, all bad blood between Ye and adidas is in the rearview. On the eve of its retail return, Boardroom breaks down the design, branding, and business elements that made Ye’s original low-top launch with the Three Stripes an industry-shifting event.
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