The latest rumor in the sneaker world is that the 6 god may be leaving Jordan Brand for adidas. While it all sounds good in theory for adidas, how beneficial would it really be for them?
Back in 2013, Drake signed a partnership deal that made pop culture waves - he was a Jordan Brand member. The immediate expectations and ideas of what could come were exciting, be it Air Drizzys, OVO colorways of classic models, or new endorsement opportunities that we hadn't seen yet. There was so much they could do.
They didn't.
In 4 years time, we got 6 colorways of 3 Jordan models (the 10s, 12s, and 8s) each coming in a black/gold and white/gold colorway, accompanied by a handful of apparel collections. There was a set of OVO x Kentucky 8s that never saw an official release, although it was believed they would eventually. And there was a Future/Drake song 'Jumpman', but other than that, the whole deal was pretty tame.
In comparison, when Kanye left Nike, he had 6 colorways of his own shoe under his belt (although the Red October released a few months after he announced we was going to adidas). From announcement to today (Nov 2013 - present) Kanye has dropped over 20 sneakers, a whole slew of boots, and is creating new models with quickness. In about the same time that Kanye has over 20 sneaker drops with adidas, Drake has had 6 sneaker drops with Jordan.
And not to forget Adidas' other golden goose, Pharrell signed with adidas in 2014 and has had many Stan Smith and Superstar collabs, as well as over 15 (and counting) HU NMDs drop, and over 20 colorways of his budget shoe (Tennis HU) release in that time frame.
The Pros:
Drake has influence. Arguably one of today's biggest artists, Drake knows how to market, he knows how to create, and he knows how to inspire. The man just gave away $1 million in a music video... He is a household name and is just now in the prime of his career. He built up a huge following, and coming off his More Life project, is at the top of his game. If adidas wants to stay relevant past the Kanye and Pharrell hype, they need this man to keep the youth intrigued.
He fits the adidas image. From the God's Plan video, to his humanitarian actions and big heart, Drake is a role model to many and he should be. He is a creator too. He has a unique sound and has created his career off of mixing rap, R&B, and hip hop, (and arguably pop?) into his own genre. Now if only a sneaker brand would let him do that with shoes...
I think if adidas takes a Pharrell- type approach with this Drake deal, they will find success. Take some classic models (I suggest the Forum and Superstar) , and newer cutting edge models (BYW,*cough* 4D *cough*) and let him do his thing. Put some gold and black/white on them like people are familiar with to warm them up, and then BOOM drop the heat in the form of the Drizzy Boost (6 Boost? bOvOst? If you're reading this please wear BOOT? endless options)
(Could you imagine if they did the 4D sole on the old models like they had at All Star Weekend but in OVO colors?? Game over.)
Furthermore, the Jordan track suits were nice, but in all honesty, an OVO adidas tracksuit would be absolute fire. Pair it with some OVO superstars and you have a winning combo. Of course it may cost an arm and a leg but hey, you'll be dripping with sauce, so, sacrifices.
adidas could change the whole game. Imagine if their artists (since they have more pull than athletes of recent) did sneaker collabs with features. What if Drake would get his own signature shoe, and then feature Pharrell, or Migos (they coming to adidas next, watch), or Kanye on it? adidas has changed the game, and they could continue to evolve the culture with the more artists they add to their arsenal.
The Cons
I think the cons for Drake joining adidas will be the hype trend hitting new levels. adidas' site is already garbage for releases, and this would either make adc (adias dot com) sink or swim. (Unless he copies Kanye and does DrakeSupply and makes his drops obtainable). Perhaps this would be enough awakening to get them a functioning release day system, but that is asking a lot. I wouldn't hold your breath.
Kanye and Pharrell drove the hype train to adidas, but Nike grabbed Virgil and now Jerry to try and steer it back in their favor in 2018 and beyond. Drake could be the deciding factor. Regardless, if he stays with Jordan I don't see too much happening for that partnership. If he goes with adidas, we would have 5 top notch artists/creators controlling the sneaker world hype between Nike and adidas. It could overflow and either skyrocket resell values, empty our pockets and feed the hypebeasts or it could make us all pick between the releases of these 5 artists, which saturates the hype market and would in turn bring resell prices down( a la Yeezy v2)
The bottom line
Drake isn't really even a factor in the current Nike discussion, and they have wasted his potential, talent and influence these past 4 years. They dropped, on average, one shoe every 8 months (although it was even less because 2 colorways would drop at a time) which is actually less than one release a year...
I don't know how they didn't learn their lesson with Kanye. Musicians/artists are today's top sneaker/style influencers, and adidas knows that, and has shifted their brand to align with that mentality. People want these shoes, and while each OVO has sold out with quickness, why they only did 3 models is beyond me. (okay so they did a Slide and a Trunner too.... I don't count those).
Jordan Brand in all honesty won't lose that much if he leaves for adidas. Jordan has realigned their retro drops with what the people want, found much success, and will continue to do so. But as far as innovation... adidas has everything to gain. They continue to be the sneaker world's top innovators, and if they could secure a top 3 of Kanye, Pharrell, and Drake for sneaker lineups, they will set themselves up for success so long as those 3 still make music and have influence (which will be a LONG time.)
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That's my thoughts! Let me know yours and if you agree/disagree. Also call me out on anything that is wrong. I'm not perfect, so I'm sure there was a mistake somewhere.
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