TIME

In light of Kanye’s recent move to adidas and Drake’s signing with Jordan BrandTIME Business & Money has published a breakdown of rappers and basketball shoe companies working together.

Their findings concluded that collaborating with a Hip Hop celebrity on a pair of shoes is far more a publicity stunt then an actual money maker. They point to the need to keep runs small and exclusive, in order to maintain desirability among hardcore sneakerheads and keep prices up. Matt Powell, an analyst at sports-research firm SportsOneSource, estimates that there were around 5,000 pairs of Yeezy IIs produced in 2012, while, in comparison Nike’s most popular shoe sold around 3 million pairs last year.

They also explain that Jay Z’s 2003 Reebok collaboration was the fastest selling shoes in the company’s history, but when they expanded production, sales tanked.

Read the whole article on Time’s website.

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