Two words – “adding basketball”. That was all Kanye West needed to say for sneaker buffs to pick up his message last Friday.
With 2019 barely four months away, West signaled his intention to expand his shoe apparel into the basketball market, which would see his brand becoming a manufacturer of performance shoes in a market where behemoths like Nike and Adidas currently enjoy the big share.
adding basketball pic.twitter.com/S61SkXdY7A
— KANYE WEST (@kanyewest) July 27, 2018
Never mind that he is not an athlete himself, West, who sees himself as a “performance athlete” shared a rough sketch of what is thought to be upcoming shoe designs for 2019 under his Yeezy brand, with the inclusion of the caption “adding basketball”, which has been interpreted to be an announcement that he intends to enter the market when the calendar turns.
While that would offer Yeezy an opportunity to eke out a share of the market, however minute that would be, it also broadens the dynamic currently underway among brands such as Puma and And1 who recently started a revival of their own in the sector, and for New Balance, which is just gearing up to tap into its affiliation with the Boston Celtics.
Whenever Kanye debuts his Yeezy basketball line, he will be doing so using the rails provided by Adidas with whom his brand has partnership.