Yeezy Boost 350 V2 Butter sneakers

Kanye West has been collaborating with Adidas on the Adidas Yeezy Boost sneakers since 2015. For the latest instalment of the coveted Boost 350 V2 sneaker, West stuck to his favoured mutual-toned color palette, releasing the sneakers in an almost-yellow ‘Butter’ colourway.

The tonal silhouette bears the Three Stripes' flexible and supportive Primeknit on the uppers and is finished with a heel pull to decorate, while the iconic tyre-like soles ensure a comfortable stride. The new shade was a replacement for the “Peanut Butter” Boost 350 which was first announced in January for a June release. Sadly, the shoe never came out, but pushback aside, fans were just as eager to try out the new shade. The launch promo campaign was naturally kicked off by Kim Kardashian, who posted a shot on Instagram, taken by the photographer Richard Kern. Her pose and expression, sprawled on a bed generated a flurry of memes mimicking Kim’s #LikeButter pose. However, like everything Kanye touches, the campaign managed to make a big impact, containing Instagram models such as Sierra Skye, Meredith Mickelson and Sami Miro. Following Kim’s lead, each influencer was shot on a bed, showing off the new Butter sneakers.

The launch campaign wasn’t the first Yeezy social promo, having previously shut down the internet with the launch of the Yeezy Desert Rat 500s in “Super Moon Yellow”. Acting as the predecessor to the #butter, West enlisted the artist Eli Russell Linnetz to photograph, in similar muted tones, various models wearing the “Super Moon Yellow”. Taking to the internet again this September, West posted a number of models in Yeezy gear stretched out in acrobatic poses and wearing the Yeezy Boost 350 V2’s new colorway in ‘Cream’.

The hyped release of the Yeezy Boost 350 V2 Butter sneakers can also be attributed to the fact that it has been a long time since sneakerheads had last seen the 350 style on shelves. In the past year, West has been focused on releasing a steady stream of Desert Rat, Powerphase, and Wave Runner sneakers. All of which chime with the more chunky, dad-inspired, postmodern styles that have been driving the sneaker agenda this year. The instant sell-out success of the Butter proves that there’s still a great deal of demand for the original, quintessential Yeezy design.