How Kanye And Nike’s Battle Led To The Most Iconic Shoe

The Year That Changed Everything

In the annals of sneaker history, 2009 marked a monumental year for Kanye West. Fresh off the release of his fourth studio album, "808s & Heartbreak," the artist was crowned Billboard's Top Male Artist Of The Year. While his music continued to top the charts, another revolution was brewing—Kanye's foray into the world of sneakers through a groundbreaking collaboration with Nike.

With the help of Nike Creative Director Mark Smith and later Nathan Van Hook, Kanye's Air Yeezy was born. Drawing inspiration from iconic silhouettes like the Air Tech Challenge 2, the Air Jordan 3, and the Air Jordan 4, he unleashed a total of six colorways over the years. Among these, one stood out as the crown jewel—the Air Yeezy 2 "Red October," a sneaker that would redefine controversy in the sneaker world.

Fast forward to seven years ago today, and you'd find yourself in the midst of a sneaker revolution. The year was 2014, a time when luxury fashion brands were targeting middle-aged businesswomen with uninspiring brown bags, and Off-White was just a shade too pale to be called grey. Yet, in the sneaker world, Ye's latest creation, the "Red October," took center stage.

The "Red October" Phenomenon

Why did the "Red October" become a sensation? It wasn't just the striking bright red colorway or the breathtaking design; it was the embodiment of a holy grail in the sneaker realm. So sought-after were these kicks that people were selling their purchase receipts on eBay for a nice $500. But it wasn't just exclusivity that made them controversial.

Behind the scenes, drama was brewing. Rumors swirled that the "Red October" would drop alongside Kanye's YEEZUS album and North American tour in 2013. But time passed, and the shoe remained elusive. It became evident during Ye's early tour stops that his relationship with Nike was crumbling.

In a fiery New York tour speech, Kanye West let loose on Nike's then-CEO, Mark Parker. He revealed how Nike had underestimated the potential of the Yeezys, and Mark Parker had even questioned why people liked them. It was a moment of truth, a clash of creativity and corporate control.

Kanye wasn't just unhappy about not knowing his shoe's release dates or having control over production numbers. He stopped wearing the "Red October" at concerts, sparking rumors that he was plotting a partnership elsewhere.

It’s Official

On December 3rd, 2013, adidas made it official—they were joining forces with Kanye for the Yeezy line. It was a gut punch for those yearning for the "Red Octobers." Foot Locker's highly anticipated online-only release was canceled, and retailers worldwide followed suit.

But then, in a surprising twist, Nike released the "Red October" via a stealthy Twitter link on an unassuming February day. It sold out within seconds, marking the end of the legendary Kanye x Nike era.

What followed was a renaissance. Kanye's partnership with adidas gave him creative carte blanche. In a revealing tweet, adidas' then-Global Director of Entertainment & Influencer Marketing, Jon Wexler, disclosed that they offered Kanye more money than anyone else but couldn't match the creative freedom they provided.

And it wouldn’t be a Resellology newsletter without us giving you the current price these are sitting at. So let’s just take a look at the last sale:

$14,500

Wild. But I guess that’s what happens when 2 of the most iconic sneaker brands of all time come together to make a shoe, and there’s a lot of controversy in the process.