Though many brands made a conscious shift toward more consumer-facing presentation formats this season, with labels like Michael Kors and Proenza Schouler putting a small selection of product on sale immediately after their New York Fashion Week shows, nobody appealed to the masses with the same self-assurance as emergent fashion designer Kanye West. That's predominantly because he aired his Yeezy Season 3 collection in conjunction with his new album, "The Life of Pablo," but also because the hype around his clothing has reached punishing levels.
Adidas, West's partner on the Yeezy clothing and footwear line, called demand for the range "unrivaled" and "unprecedented" when it released its fourth quarter and full year 2015 financial results on Thursday morning. The German sportswear company added that each new sneaker released by the rapper "not only sold out instantly but also played a major role in propelling Adidas to the most popular sneaker brand on Instagram in 2015." The swagger's not unmerited: Adidas Originals, the lifestyle business into which the Yeezy collection is grouped, saw its sales grow 45 percent in the fourth quarter. The Originals category particularly helped drive growth in Adidas's North American business overall, revenue for which was up 12 percent in the quarter. No, this isn't all West's doing. We're not saying it is. Rita Ora also has an ongoing Originals collaboration. But we're just saying.
All in all, Adidas's sales rose 10 percent for the year to €16.9 billion, roughly $18.5 billion.