I do not know since when, we have entered the “post-sneaker era”. . . . . .
When it comes to daily commuting or styling, it is no longer limited to traditional sneakers and sports shoes, from outdoor to fashion shoes. In the increasingly diversified choices, we seem to be slowly forgetting those “Sneakers” in the shoe cabinet”.
Even the transformation and remodeling of classic sneakers by major joint collaborations today is difficult to resonate with people after the heat has passed.
But there are always so few sneakers that symbolize classics and epoch-making significance. When I see them again, they can still set off a wave of inner waves. Ye’s Air Yeezy series must be included.
On June 9, 2012, Nike’s official social account announced the official sale of Air Yeezy 2, and this year, it is precisely the tenth anniversary of the release of this pair of shoes, which is regarded as the “peak” by countless players.
Ten years ago on June 9th, Air Yeezy 2 two color schemes: PURE PLATINUM and SOLAR RED were both sold at $245, and each color scheme was limited to 5,000 pairs. The first color matching has already been fired to sky-high prices, and until now they still have extremely high popularity and resale prices in the secondary market.
Until June 9 this year, which coincided with the tenth anniversary of the release of Air Yeezy 2, Nathan VanHook, the behind-the-scenes designer of Air Yeezy, also posted a manuscript of the design details of Air Yeezy 2 on social media, in order to miss this pair and let him do it in one fell swoop. famous sneakers.
The Air Yeezy 2 uses the outsole of the Nike Air Tech Challenge 2 in appearance, and the shoe body still uses the iconic strap design of the previous Air Yeezy.
The stitching of different materials also adds a lot of details to the Air Yeezy 2, especially the use of large-area snakeskin textured leather, which highlights the overall luxurious texture of the sneakers.
The pink lining and the color matching of the luminous sole, and the raised wave design at the heel will become the unique identity of Air Yeezy 2 in the future;
The design details such as the “God of the Sky” Horus on the tongue, the word “YZY” spelled out in hieroglyphs on the strap, and the shoelace buckle with the appearance of a square obelisk all reflect Ye’s belief in ancient Egyptian culture at that time. , with Ye’s strong personal style and design language.
After the release time of Air Yeezy 2 was announced, countless fans of Sneakerhead and Ye began to line up all night at the gates of major shoe stores for many days in advance. The sale attracted reports from mainstream news media such as CNN. Called “Nike’s most anticipated sneaker ever.”
The reason why Air Yeezy 2 is regarded as a classic is that it not only witnessed Ye’s glorious years, but also subtly changed Ye’s fashion style. Therefore, the influence of Air Yeezy 2 is not limited to the shoes themselves. The influence of Air Yeezy 2 is more reflected in street culture and trend culture.
The Air Yeezy 2’s debut can be traced back to 2011, when Ye co-produced with Kobe Bryant in the Nike promotional short “The Black Mamba.”
Although it is difficult to discern the specific details of the sneakers on Ye’s feet in the dark background of the short film, people at the time found that the silhouette of the shoes was not the same as the previous Air Yeezy, so the rumors of the Air Yeezy 2 began to ferment.
Until the Coachella Music Festival in the same year, on the third day of the performance, Ye, who was dressed in a classic red suit, was paired with the brand-new Air Yeezy 2 whose details have not yet been disclosed.
Since then, Ye has frequently used Air Yeezy 2 to promote its publicity. As another color scheme in the first release, “Pure Platinum” was worn by Ye for the first time at the MTV VMA awards ceremony. From the whole performance to the awarding ceremony with “Sister Fruit”, it is difficult for people to ignore Ye’s feet. The pair of new color matching Air Yeezy 2.
Whether it is at the performance of the Victoria’s Secret underwear show or in the “Watch The Throne” tour, Air Yeezy 2 has a very high appearance rate. It can be said that the exposure of the shoes before the release has been full.
At that time, almost all of Ye’s styles revolved around these shoes, and the same was true for the audience. Even when he just started dating Kim Kardashian, Ye couldn’t wait to let his girlfriend wear the Air Yeezy 2.
Nate Robinson wore it to appear in the NBA, Rihanna put it on the stage, and even the tennis king Federer could not escape this Air Yeezy 2 trend.
We all know what happened later. As the first Ye who signed a sneaker cooperation agreement with Nike as a non-athlete, he was dissatisfied that Nike only regarded him as a joint partner and could not get the same treatment as Jordan. It is precisely because Ye is not an athlete. Therefore, the two parties cannot reach an agreement on the payment of royalties.
So in 2013, the second year after the Air Yeezy 2 was released, the relationship between Ye and Nike came to an end, and he officially joined Adidas at the end of the year. Own Yeezy Empire.
I thought that the two pairs of Air Yeezy 2 in the first color matching would become Ye’s “swan song” in Nike. What people did not expect was that in 2014, Nike suddenly announced the Air Yeezy 2 “Red October (Red October)” which had experienced several delays. A limited release will be forthcoming.
So on February 9, the pair of “red coconuts” were all sold out within seconds of being launched, and Nike officials also issued a document announcing “Sold Out”.
Exaggerated red, Air Yeezy 2 looks different from traditional sneakers. “Red Coconut” completely pushes sneaker culture to its peak, and influences street trends in Ye’s drive. It is regarded by countless players as “god shoes” and The “God’s Work” of the Air Yeezy series.
Compared with other co-branded collaborations in the same period, “Red Coconut” seems to mark the arrival of an era: the growing rise of Hype culture and high-end streets, and the close connection between Sneakerhead and social media.
As the last shoe of Ye’s collaboration with Nike, and the swan song of the Air Yeezy series in the true sense, “Red Coconut” also witnessed the transformation of Ye’s fashion style, as well as the classic moments about Ye.
Which has to mention the “Yeezus” album. From the preheating of the lyrics in “Hold My Liquor” to the “Yeezus” tour, the whole process revolved around “Red Octobers”, Ye pushed “Red Coconut” to its peak, and this pair of shoes also happened to witness Ye’s glory time.
Celebrity moments related to “Red Coconut” are even more numerous:
When I saw these blurry and distorted photos and their still slightly green faces, I suddenly realized that even these phenomenal “red coconuts” have been away from us for many years.
It all started in 2007, with Ye showing off his sneaker designs on Nike CEO Mark Parker’s private jet, and by 2009, after releasing his fourth studio album, “808s & Heartbreak,” he was crowned Billboard’s Best of the Year. The best male singer Ye and Nike started a legendary cooperation, so the first generation of Air Yeezy was born. Although more than ten years have passed, the six pairs of Air Yeezy left behind by people and people have become the Nike archives. Even a classic in the entire sneaker culture.
And now the relationship between Ye and adidas has become more and more subtle. From the public wearing of Nike sneakers earlier, to the accusation of adidas plagiarizing their own ideas, the confusing relationship between the two parties can not help but make people speculate about Ye’s next move.
Perhaps in this uncertainty, it is not impossible to return to Nike, and by then, the re-enactment of Air Yeezy may be a dream come true, and even the various Sample colors that are widely circulated about Air Yeezy 2. may also become a reality.
Entering the post-sneaker era, we seem to seldom pay attention to how many generations of Air Jordan have been updated, and gradually become numb to the Yeezy palette-style release. The days of dreaming about all kinds of sneakers have also passed for a long time;
Just like CLOT’s “Kiss of Death” in 2006 to “Red Silk” in 2009 is still classic, but now it’s just a look at the sneaker information about which shoe CLOT is co-branded with and what traditional elements it uses. . . . . .
Perhaps it was because there was no channel to buy or enough spending power to realize the dream, but at that time, just looking at the release information and the event scene was enough to be emotional.
Even so, I still can’t forget what Teacher Chen said: I like a pair of shoes, not because the Internet says how much those shoes are worth, but for yourself, are those shoes handsome? cool? Does it match the clothes you own? We should not look at the current software and say how much it is worth. That is stock. We should do it for the sake of culture and ourselves. . . . . .
The memories of the past are beautiful, and the likes of the present are equally important.