Adidas’s footwear game is having a rebirth of sorts in 2016, something that can be attributed to the rise in popularity of its “Boost” technology, specifically in the adidas NMD (which have become one of the brand’s most popular models) and, of course, to the influence of Kanye West.
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Kanye’s “Yeezy” line has propelled adidas’s popularity through the roof as kids scramble to purchase models like the 750 and 350, then pay absurd prices to resellers when they are unable to cop on the initial launch. With the hype around the Yeezy shoe at an all-time high, adidas is now doing what their competitor Jordan Brand has been doing over the last few seasons: turning its most popular shoe into a football cleat.
Social media was abuzz on Thursday night when adidas athlete and Super Bowl 50 MVP Von Miller posted a photo of a pair of Yeezy 750 cleats he received during the Denver Broncos’ opening night game against the Carolina Panthers. (Denver won 21-20.)
Then, the following morning, Houston Texans star wideout Deandre Hopkins showed off a photo of his Yeezy 350 “Turtle Dove” cleats, which he had been sent by the brand to rock on Sunday against the Chicago Bears. As we get closer to the first Sunday of the 2016 NFL season, expect more photos to be posted on Twitter and Instagram of various other Yeezy cleats.
It’s Yeezy season, y’all.