Facebook Pinterest Search Icon SourcingJournal_horiz Tumbler Twitter Shape photo-camera graph-trend Shape latest-news icon / user

Sneakersnstuff CEO Calls Out Adidas Over Latest Yeezy Drop

Missed Sourcing Journal’s Virtual Sourcing Summit? It's not too late to view all keynotes and panels from the two days. Watch on demand now.

It’s Yeezy season again, but not every retailer who received a shipment of the latest Yeezy Boost drop is happy with how it went.

Following the release of the Yeezy Boost V2 on Saturday, Erik Fagerlind, founder of the Europe-based sneaker chain Sneakersnstuff—one of the select global retailers to receive the Boost V2—took to Instagram to criticise Adidas’ stingy release strategy.

As retailers will only receive a small shipment of a limited-edition drop like a Yeezy Boost, most rely on lotteries or contests to make sure that the distribution is fair. Fagerlind, however, said that Adidas is undercutting the market too much, leaving many fans disappointed and angry with retailers.

“I think we had more simultaneous visitors than Adidas Originals’ global production of the Yeezy 350,” said Fagerlind. “I see a lot of people angry, frustrated and sad. And I share their frustration. We do all that we can for a fair and smooth release—but since we get nowhere near the [quantity] to cover even 1 percent of the demand, people still mistrust us.”

It’s yeezy season… I think we had more simultaneous visitors than @adidasoriginals global production of the Yeezy 350. I see a lot of people angry, frustrated and sad. And I share their frustration. We do all that we can for a fair and smooth release – but since we get nowhere near the qty to cover even 1% of the demand, people still misstrust us. I think there is a lesson to be learned here @adidasoriginals. If you continue to undercut the market this hard, people will get tired of trying. I know it is not likely that you will sell us 50000 pairs (I’m game if you are…). But you have to level the field here. Disrupting the marketplace with chaos on release day feels very 2015, and you are the “brand of the future”. I am in Herzo monday – happy to share all info, insight, feedback with anybody who cares #yeezy

A photo posted by Erik SNS Sneakersnstuff (@erikfagerlind) on

//platform.instagram.com/en_US/embeds.js

On Instagram, Fagerlind posted a graph showing just how many people tried to their hands on the latest Yeezy release—5.5 million, including some 40,000 bots that were blocked.

“I think there is a lesson to be learned here @adidasoriginals. If you continue to undercut the market this hard, people will get tired of trying,” he added. “Disrupting the marketplace with chaos on release day feels very 2015, and you are the ‘brand of the future’.”

Related Articles

More from our brands

Access exclusive content Become a Member Today!