Can Travis Scott's Collaborations With Nike Rival Kanye West's Yeezy Line?
Sneaker purveyors like Nike and Adidas are no strangers to collaborations. Over the years, the top brands in the industry have collaborated with countless athletes and celebrities to bring unique sneaker offerings to market. Some partnerships have been more successful than others. Nike’s collaboration with Michael Jordan has been so successful, for example, that old shoes have sold on auction blocks for hundreds of thousands of dollars. Kanye West’s Yeezy sub-brand sells out in hours every time a new sneaker is released, and Travis Scott, who is a part of the Kardashian family tree, too, has also inspired fervor in sneaker fans. Can Scott’s collaborations with Nike surpass the popularity of West’s Yeezys? It seems possible. At the very least, he seems to be enjoying the same amount of success.
Why are Travis Scott’s Nike collaborations so successful?
In November 2019, Scott and Nike released a version of the Air Force 1 that sent sneaker fans into a frenzy. Using multiple fabrics and colors, Scott completely reimagined the classic shoe. It sold out in hours, and the resale of the sneakers surged. Even today, several months after its original release, the shoe is selling at a markup of 200% its retail price. He followed up that success in February 2020 with a reimagined Nike Dunk. The shoe, which features a combination of suede, paisley canvas, and plaid, sold out in minutes. They retailed for $160 but can be found on resale sights for more than $1,000.
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