Why Yeezy Without Kim Kardashian Will Never Be Hype Again

With all the controversial stories following Kanye West these last weeks, including his supposed marriage with Bianca Censori, we all wonder if Yeezy, the rapper’s brand, still has a future. Well, maybe, and the creation of his own brand without Adidas or Balenciaga is totally possible. But will it ever be as famous as it was in the past? It's debatable. And the main reason took place way before his controversial declarations. The main reason why Yeezy will never be hype again is that Kanye West divorced Kim Kardashian, the woman who was influencing people to wear Yeezy since the beginning.

Sounds crazy right? A lot of you might wonder: “what is he saying? Kanye West was the influencer of his own brand! He never needed her!” and you’re right for the first part, but you’re not for the second. Let’s go back in time, back to the first Yeezy releases in 2015 to understand why it is a fact that Yeezy cannot exist without Kim Kardashian. Back in February 2015, only one pair of Yeezy was released: The Yeezy Boost 750 OG Grey. After the colossal success of Air Yeezy at Nike, so many fans were expecting the new sneakers issued by the rapper and Adidas. As a reminder, Kanye got beef with Nike and decided to sign for Adidas in late 2014. At that time, Kim Kardashian already had a big moment with those new Adidas Yeezys, because even though we knew what it looked like already, it was the first time we got to see them in an HD picture.

But for the Yeezy Boost 350 Turtle Dove, the next model to release, it wasn’t the same story. No one had any idea what the future sneakers would look like, there wasn't even a preview, until Kim Kardashian wore them for the first time in public, then posted them on Instagram. Ask anybody who was following the Yeezy hype at that time, people were so happy to see this design, this picture set the internet on fire.

So many reactions followed the Yeezy Boost 350 picture. And Kanye West immediately understood that Kim Kardashian would be a real influence for the release of his new Yeezy models. So he decided to opt for the same strategy at every Yeezy release. For the next three 350 colorways, as you can see in this picture, he decided to give them first to Kim Kardashian so she can wear them before anybody, and show them to the public to bring the hype before it was even announced by Adidas.

So the first feet pictures of any Yeezy were practically always a Kim Kardashian picture of her wearing them. If not, It was Kanye West himself who was wearing his new model. But let's go back to Kim Kardashian's influence again. Another campaign that is a great example of her influencer power is when the Yeezy Slide was announced. Kim Kardashian decided to rock the pair way before it was released. And at that time, this type of “sneakers” if we can call those sneakers, was very controversial.

People vigorously reacted both to Kim Kardashian wearing them and to the sneakers themselves. Some were making fun of them, some were saying these are interesting, and all this, commenting only one picture of our star Kim Kardashian. As you can see, these slippers were very criticized at first, but many sneakers addicts and fans of the couple ended up buying them. And what's the result of this campaign? This combination of hype between Kim Kardashian, Kanye West, and this new style of slippers, brought one of the fastest sold out ever for pairs of shoes. And without Kim Kardashian again, this would have never happened.

Now we wonder what will happen to the brand without her. First of all, Kim Kardashian, before the latest declarations of Kanye West, continued to wear some Yeezys, as we can see on this picture where she has a date with her now ex-boyfriend Pete Davidson. Kinda funny when we know the whole trash talk war that happened between Pete Davidson and Ye afterward.

But even though she wears a recent pair in this picture, it doesn’t mean anything anymore. This Yeezy was already released, it wasn’t a leak or an announcement, as she used to do when

she was still married to the rapper. While losing all his contracts, Kanye West also lost Kim Kardashian, his mannequin, his muse, his promoter, and his greatest influencer for the brand. And with all the problems he has now, we wonder how he will be able to promote anything properly without her. Only time will tell.