Yeezy 2018 Product Line and Design
The Adidas Yeezy 2018 lineup featured models like the Yeezy 700, Yeezy 500, and Yeezy 350 V2, with colorways such as "Zebras," "Beluga 2.0," and "Static." The design focused on premium materials, including Primeknit uppers and Boost cushioning, developed in collaboration between Adidas and Kanye West's Yeezy brand. The Yeezy 700, launched in 2017, remained a key 2018 release with its chunky "Wave Runner" silhouette, while the Yeezy 500 debuted with a more understated, "Desert Rat" colorway. These releases reinforced Adidas's strategy of limited supply and high demand, a model detailed in reports on the company's partnership with West, as seen on the Adidas corporate page Adidas Yeezy Partnership.
By mid-2018, the Yeezy 350 V2 "Zebra" and "Beluga 2.0" were among the most hyped releases, with initial retail prices set at $220 for the 350 V2 and $200 for the 500. The 700 model, which retailed for $300, featured a mix of mesh, leather, and suede, and its design was a departure from the earlier V1 silhouette. Adidas's North American headquarters, where the Yeezy line is co-managed, reported that the Yeezy brand generated significant media attention and foot traffic for retail partners. The design language of the 2018 models, including the use of reflective elements and monochromatic color blocking, set a template for subsequent Yeezy releases and influenced broader trends in athletic footwear aesthetics.
Sales Performance and Market Data
Adidas reported a 41% increase in North American sales for the second quarter of 2018, a period heavily driven by Yeezy demand, as noted in the company's investor relations page Adidas Q2 2018 Results. The Yeezy 350 V2 "Zebra" restock in early 2018 sold out within minutes across Adidas's own app and select retailers, reinforcing the brand's scarcity model. Resale platforms like StockX and GOAT tracked Yeezy 2018 models, with the "Zebra" 350 V2 consistently trading above its retail price, often at a 200% to 300% premium. The Yeezy 700 "Wave Runner" also maintained a high resale value, reflecting sustained demand for the silhouette.
Forbes reported that the Yeezy brand was a key driver of Adidas's revenue growth, with the partnership contributing to a $1.3 billion increase in Adidas's North American sales in 2018, as detailed in a Forbes analysis of the brand's financial impact Forbes Yeezy Financial Impact. The resale market for Yeezy 2018 models remained robust through the year, with the "Beluga 2.0" colorway of the 350 V2 and the "Salt" colorway of the 500 among the most traded. Adidas's direct-to-consumer strategy,