Pioneers in music and fashion, West and adidas have now democratized an exclusive runway experience by streaming it to audiences in 42 cinema locations in 13 countries worldwide. The show marked the first time a fashion collection was unveiled via satellite to a global viewership across nine time zones. Over 15,000 guests joined Beyoncé, Jay-Z, Rihanna, and Anna Wintour in witnessing a landmark performance by contemporary artist Vanessa Beecroft which also marked the debut of 'Wolves', an exclusive new track from West's forthcoming studio album.
West designed the live-stream event as a thank-you to loyal fans. Twenty four hours prior to the show, the designer revealed details of the global viewing via Twitter and a radio interview. Within minutes, more than 30,000 fans requested invitations for 6,000 pairs of free tickets to 42 cinemas in 13 countries: Australia, Belgium, Canada, Czech Republic, Finland, France, Germany, Ireland, Russia, Spain, Sweden, the U.K. and U.S. Viewing times ranged from 1pm on the American West coast to 10pm in Europe, midnight in Russia, and 8am Friday morning in Australia.
The show's public dissemination underscored West's desire to break barriers and speak to a global consumer. 'I just want to make clothes for the people,' he said. 'I want to give a new proposition that removes classism from clothing in every way. No color, no gender, no race, no place you grew up in can stop you…".
West's revolutionary collection was punctuated with the release of the YEEZY Boost shoe, launched in New York on February 14th 2015 via the adidas Confirmed app, another industry first allowing consumers to reserve the highly sought-after shoe without waiting in lines. All available shoes were reserved within minutes and sold out immediately upon hitting stores.
The shoe's upcoming global releases will occur as follows:
On February 21, the YEEZY Boost will be available for purchase in the US exclusively online at adidas.com
On February 28, the YEEZY Boost will be made available worldwide to adidas Consortium accounts as well as at the adidas Originals Flagship Stores in Berlin, Seoul, London and Shanghai.
On March 26th, limited pairs of the YEEZY Boost will be available in Europe through selected Footlocker Europe stores with a restock in the adidas Originals Flagship stores in Berlin and London, as well as on adidas.com exclusively in Europe.
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Leila FataarSenior Global PR ManagerGermanyLeila.Fataar@adidas.com+49 9132 84 4512
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