View Full Version : We ain't even gonna mention that other company no more

06-07-2016, 01:31 AM
Everybody wants the Yeezys. It's a frigid February night during New York Fashion Week, Nike Free 3.0 Homme (http://www.poesiescelebres.fr/nike-free-homme-c-3/nike-free-30-homme-c-3_4/) and Kanye West has just spent the afternoon at a runway event in SoHo unveiling his first fashion collection for Adidas—a collection anchored by the futuristic Yeezy Boost 750s, a.k.a. the Yeezys, a.k.a. suede high-top Nike Air Max 1 Femme (http://www.poesiescelebres.fr/nouveaux-produits-c-63/nike-air-max-1-femme-c-63_66/) sneakers that look straight out of the Star Wars props department, complete with side zips and patented springy soles made from spaceship-grade foam.

And now here comes Kanye, clambering onto a purpose-built stage at the intersection of Broadway and Fifth Avenue, in the shadow of the Flatiron Building, at an event that's been billed as a concert but feels closer to a product launch. Ten thousand people have shown up tonight, many claiming their tickets with an Adidas app and the rest waiting untold hours in temperatures that barely top 15 degrees, the cold compounded by gut-punches of snowy wind barreling off the East Nike Air Huarache Womens (http://www.twothinladdies.co.uk/category-nike-c-1/nike-air-huarache-womens-c-1_3/) River.

“We ain't even gonna mention that other company no more, right?” Kanye asks the crowd. “We ain't wearing that other company no more, right?”

That other company, of course, is Nike—not only the most popular sneaker www.twothinladdies.co.uk (http://www.twothinladdies.co.uk/) manufacturer but the single most valuable apparel brand in the world. Nike has 57,000 employees and a market cap north of $86 billion. And in these halcyon days of sneaker culture—the once humble sneaker having become the focal point of personal style—Nike has a heritage that consumers respect and that its competitors can't buy.