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Kanye West has collaborated with both of them - but who's winning when it comes to the customer?
One man who knows this more than most and has made a fortune from his collaboration with both of them is Kanye West. Kanye was named last week in the Forbes’ 2019 list of the 100 highest-paid celebrities as the third highest-paid largely for building a $1 billion empire through his sneaker brand Yeezy. Only three years ago Kanye tweeted that he was $53 million in debt and now the singer enjoyed a pre-tax income of at least $150 million, just behind Taylor Swift and Kylie Jenner’s earning.
Kanye West originally partnered with Nike with his Yeezy trainers, releasing three styles over a five-year partnership, but then in 2014 he announced that he was doing the unimaginable and moving to Nike's main rival Adidas as he had negotiated a better deal.
The first Adidas Yeezys were launched in February 2015 and the partnership has gone on to be one of the most successful partnerships of all time - especially for Kanye West who according to an earlier report in Forbes, gets a per-shoe royalty of 15 percent of the wholesale price and has full ownership of the brand.
Compare this to basketball player, Michael Jordan, whose Air Jordan line of trainers for Nike generates approx $3 billion in sales each year, get approximately 5 per cent in royalties, also according to Forbes and doesn’t own his brand.
Yeezy sales are predicted to top $1.5 billion in sales by the end of this year and their popularity shows no sign of ending. Yeezys aside, who is winning in terms of general trainer popularity Nike or Adidas?
Using the Mallzee Performance Score (MPS) which is the % of positive interactions that real shoppers have had with a product on our industry-leading app, Mallzee, we can see in the graph below that there's some movement in terms of order of popularity.
Nike was performing best around the middle of last year when their fortunes took a turn for the worse, and since then we've seen Adidas grow in popularity within the app. This could be reverberations from the extremely divisive Nike Colin Kaepernick Campaign still causing some antipathy towards Nike...or maybe Adidas are just producing the better product, only time will tell.
Remember if you want us to do a data-driven post on any particular categories/products let us know.
Below we have also pulled out the most popular top three men's trainers for each of the brands which highlight the very different aesthetics;
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