YEEZY

Triple White Re-Release

The news is consumed with hate. What if we could literally replace the headlines with an honest message of love and dominate the global news cycle for drop day?

Take over the front & back pages of 8 domestic newspapers and featured a WE LOVE text treatment by artist Cali Dewitt and photography by Rita Minissi featuring the product on interpretive dancers. Pair the newspapers with 800 global billboards so the world can feel the message. Present the message of WE LOVE in 8 languages. Feature NO logos whatsoever, be true to the idea of sharing only a message of love.

We dominated the domestic news cycle on drop day and sold through 1.5 Million shoes sold in 72 hours. Over 106 Million Impressions. The newspapers themselves are now being resold online for $5-$35 on Ebay. It was and continues to be the most profitable shoe drop in adidas company history. Proved to the world that print isn’t dead and crafted a breakthrough global cultural moment for Kanye and Yeezy brand.