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What’s The Deal With Kanye West And Adidas?


When I go to Foot Locker, Dr. Jay’s or Champs to cop a pair of kicks there are no voices in my head urging me to buy, let alone try on a pair of Adidas brand Yeezy Boost. I can’t knock Kanye’s hustle but let’s be serious here, they’re expensively ugly. I have seen prices from $350 to $1,900, his sneaks are higher than Jordan’s and yet they are sold out.

kanye west

Is this what it has come to America? When one of the most controversial artist in Hip Hop can out-price the most iconic basketball player? Maybe the sneaks are comfortable, feels like walking on air, makes you believe that you can do anything like go on national TV and embarrass yourself but that is me attacking him as a person. It’s not his fault, I blame corporate America, notably Adidas for this nonsense.

kanye west

It’s a competitive world out here especially in the fashion industry but for Adidas to give this man that type of deal ($10M+) is a slap in the face to themselves. Kanye is still Kanye, either love him or hate him but his marketability seems to be profitable if you have the two largest sneaker companies in a bidding war over you. This is LeBron James, Kobe Bryant territory here, may not be the same money but Kanye is a Hip Hop artist and Adidas has just revamped their deal and the payoff has been outstanding.

I guess the past is the past. Maybe the head honcho’s over at Adidas never listened to his music or somehow missed the Grammy’s or the Hurricane Katrina telecast when West was in rare form. Or that’s what drew him to them, the controversy, the media blitz he always seems to find himself in. I mean at the end of the day he is a Kardashian, that alone can sell shoes. I haven’t seen many people in New York with Yeezy Boost, but I know they are floating around somewhere, just won’t be on my feet.

But what ever happened to this Kanye?

We’ll buy a lot of clothes when we don’t really need em
Things we buy to cover up what’s inside
Cause they make us hate ourself and love they wealth
That’s why shortys hollering “where the ballas’ at?”
Drug dealer buy Jordans, crackhead buy crack
And a white man get paid off of all of that

I guess money talks and bull**** walks. Congrats Kanye.


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Robert D. Cobb
Founder, Publisher and CEO of INSCMagazine. Works have appeared and featured in places such as Forbes, Huffington Post, ESPN and NBC Sports to name a few. Follow me on Twitter at @RobCobb_INSC, email me at [email protected]