YEEZY

REBECCA ROSS - DIANA BUTUC - BERARDITA CALZON - ATHIRA PILLAI - SAGARIKA AMETA - RAPHAELA ANGUS
 BRAND POSITIONING STATEMENT

YEEZY, a collaboration between German footwear brand, adidas, and

Kanye West. It is a brand of minimalist aesthetics. It has a poetic visual
essence, yet bold, along with a street hip hop and athleisure style.

YEEZY creates the right balance between exclusivity and mass. While a
creative and artistic approach makes it exclusive, the smart limited
edition distribution makes for an aspirational value for the public.

Kanye West has partnered with Adidas since 2015. Jonathan Leibson
 " I am a product guy at my core.
To make products that make people feel an
immense amount of joy and solve issues and
problems in their life, that’s the problem - solving

"
that I love to do.

KANYE WEST
TO SUPPORT THE BRAND POSITIONING

INNOVATION MIX EFFECTIVE GOING DEVELOPING

OF SLEEK DESIGN MARKETING ‘SEED-TO-SOW’ LACELESS SHOES
AND QUALITY WITH NO
Footwear brand as a Growing their own STITCHING
Comfortable and pop cultural cotton and hemp
efficient boost sensation, worn by and controlling the Making shoes more
sole technology celebrities like dying process. Being desirable for the
Pharrel Williams to sustainable for the consumer and
Gigi Hadid. varied colors in their setting a trend of
shoes. no laces
BRAND PERSONALITY
05

The YEEZY persona is like a free spirit.

BRAND AND COMMUNICATION

Their personal style of the West family is very
minimalistic and it is shown in his creations.
They are creative, confident and bold. They do
not shy away from expressing their authentic
selves to the society.
 COMMUNICATION OBJECTIVES

PROMOTING SHOWING NEW GIVE A SCARCITY MINIMALISTIC

LIFESTYLE AND SNEAKERS UNITED LOOK MARKETING LIFESTYLE IS BETTER
MOVEMENT
 08

OUTPUT
scarcity marketing to
create social media buzz.

BRAND AND COMMUNICATION

strong social media
presence.

other people marketing

products for yeezy.
TARGET
09

AUDIENCE

The main target marketing for YEEZY would

be Generation Y, otherwise known as

BRAND AND COMMUNICATION

Millennials.

Based on their involvement in purchasing

clothing and fashion related products to
express themselves along with having high
purchasing power. They are also more likely
to buy something based off a public figure
than from a normal ad.
 KEY PRODUCT CHARACTERISTICS 10

A pair of sneakers featuring an all-white upper, midsole and laces.

The reintroduction of the heel pull tab.

BRAND AND COMMUNICATION

The uniform color makes the V2 color stripe and the SPLY text invisible, which will show up only under UV lights.

The millennial path to celebrity prowess confined in a pair of shoes.

Minimalistic. Oversized. Stylish

 11
CONSUMER PURCHASE BEHAVIOR

Being the most sought after sneakers in the market, the consumers go to the extent of setting
up bots to make the online purchase.

Its is a planned purchase.

BRAND AND COMMUNICATION

Limited supply, high demand.

Restocked twice, worldwide.

Low frequency purchase rate.

HOW CONSUMERS USE THE PRODUCT?

An athletic pair of shoes that can be used not only while working
out or sports but also on a casual day out.

It is the perfect mixture of athleisure and street. 

It is like fashion giving sport an uplift in credibility and sport giving

fashion functionality.
 WHAT CUSTOMERS THINK ABOUT
YEEZYS?
“Yeezy 350 is best styled with casual wear, especially
with joggers. I’ve seen multiple fits that equate to what
we know as the drip.”
FRESCO WILSON,
STADIUM GOODS
"Design flaw"? Lol.  Use a special light, perhaps UV or
similar, and you'll see what they actually created in the
prime knit design.  It's quite spectacular.  I like the pattern
changes, makes the design significantly more unique than
just a straight cut from the same material.  Great shoe
overall, have several V2's and love all of them!"
Nov, 2018
JOHAN STEPHAN,
YOUTUBE USER

"Third pair of Yeezy is now in full effect! While I still don’t

"You go out running in those they're going to turn into have a pair of 350V1, these Adidas Yeezy Boost 350 V2 Triple
the triple browns! " White / Cream had a famously huge restock and your boy
Dic, 2018 took advantage! The shoe gets its nickname from the
colorway. "
XPERTTHIEF
YOUTUBE USER Oct, 2018

ANTHONY LEVINE,
BLOGGER
 14

WHAT WOULD WE LIKE THEY THINK

ABOUT IT?

BRAND AND COMMUNICATION

The adv campaign is dynamic. The message behind the models ,with nude
garments and in physically-demanding shape, aims to evoke a feeling of
movement but also of human connection. The purpose is to communicate
how the Yeezy Boost 350 V2 Triple White is not just a sports shoe, that
gives you the freedom of movement, but it is a lifestyle shoe. The action
behind the shoot is expressing pure freedom for any occasion, while the
diversity between the models is welcoming every race without
discrimination.
 DIRECT
COMPETITOR

JORDAN DIOR DRAKE X OFF WHITE SACAI

BRAND NIKE AIR
 INDIRECT
COMPETITOR

PUMA X
THE PREMIER X NEW
JILL SAUNDER
BALANCE 998 'MODEL T'

FILA
CONVERSE X CDG DISRUPTOR
 17

BRAND AND COMMUNICATION

QUALITY/LUXURY COMFORT MOVEMENT SPORT PRODUCT TREND
PRODUCT

PRODUCT BENEFIT
 18

The main attribute of this product is the

person behind it: Kanye West.

The singer has a very strong personality

and values. He is also considered a fashion

BRAND AND COMMUNICATION

icon. Young people look up to him and
want to be like him. He is not a designer
but a trend setter.

PRODUCT ATTRIBUTES
" I've got ideas on color palettes. I've got ideas on
silhouettes. And I've got a million people telling
me why I can't do it.

"
You know that I'm not a real designer

KANYE WEST
 20
CONSUMER BENEFIT
The consumer becomes a part of the “cool group” that
owns the sneakers.

The consumer can own the values of the brand

(Kanye West).

BRAND AND COMMUNICATION

CONSUMER INSIGHT
In the Digital Era being a teenager is not easy. Social expectations are high and kids usually develop insecurities due to bullying.
They protect themselves by being part of groups with people of similar interests. 

This customer target also feels very strongly about their values. They want to be different and don't want to wear what society
is imposing on them.
WHAT IS THE MOST IMPORTANT SINGLE 21

ELEMENT THE CONSUMER SHOULD

RETAIN  FROM THE ADV?

SHOE DESIGN

BRAND AND COMMUNICATION

Features a solid construction with quality
craftsmanship, exudes high class style and
movement to be more than just a sneaker.
WHAT IS THE MOST IMPORTANT SINGLE TONE OF VOICE ?

- artistic - minimal - self-confident - young - modern -