Some retailers were apparently not happy about the Saturday's release of the YEEZY Boost 350 V2. Erik Fagerlind, co-founder and CEO of Sneakersnstuff, lambasted adidas Originals and Kanye West for the low-top sneakers' limited stocks that created chaos among customers.
Sneakersnstuff is one of the select international retailers handling the YEEZY Boost 350 V2 release on Sept. 24. The fashion and street wear retailer, which has stores in Stockholm, Paris, London and Malmö as well as an e-commerce site, resorted to raffles to carry out the release as fair as possible due to a limited number of pairs.
Fagerlind took to Instagram to express his frustrations about the disappointing marketing ploy of the YEEZY Boost 350 V2 with "STEGRY/BELUGA/SOLRED" colorway. He said that he saw a lot of people who were angry, frustrated and sad after failing to get a pair of the much hyped Adidas Originals-Kanye West collab sneakers.
The CEO expressed that he shares the frustration of their customers. He stressed that as much as they wanted a fair and smooth release, the situation is uncontrollable because the quantity of the stocks does not even cover one percent of the demand.
Old Marketing Trick
Fagerlind accompanied his Instagram post with a photo of a chart that illustrates the chaotic release. The graph showed that Sneakersnstuff received 5.5 million requests for YEEZY Boost 350 V2.
The CEO opined that adidas Originals should learn a lesson from the Saturday's release. He stated that if the brand will continue to undercut the market, customers will get tired of trying.
Fagerlind also pointed out that disrupting the marketing place with chaos is an outdated marketing scheme for a release day. He said that YEEZY should level up to live up with its name as the "brand of the future."
Release of Beige Colorway to Follow?
While fans are not yet over about the YEEZY Boost 350 V2 with "STEGRY/BELUGA/SOLRED" colorway, photos of an unreleased colorway of the famous low-top sneakers recently made rounds online. Posted by Instagram account @sneakerprophet, the photos showed the new YEEZY sneakers in subdued beige shade colorway.
The unreleased pair features an off-white knitted upper, accented by cream-colored waves throughout. Its lateral side is marked with the "SPLY-350" branding. It also has a gum-like translucent outsole and hidden Adidas three-stripe branding at the heel.
The pair is the recent addition to the unreleased colorways of YEEZY Boost 350 V2. Christian Post reported early this week that West flaunted an unreleased colorway of the sought-after sneakers at the Magnificent Coloring Day music festival. The rapper turned fashion designer wore a pair in zebra-like black and white stripes.