adidas and Kanye West democratized the Yeezy Brand by selling more than 1 million pairs over the course of one weekend. I was the global marketing lead.

In September 2018, adidas partnership with Kanye West sees its largest digital drop of a Yeezy model to date. With the aspiration to democratize the Yeezy brand while preserving the Yeezy hype, adidas Originals released Yeezy BOOST 350 V2 Triple White. The launch was a major commercial success and significantly contributed to hitting the overall adidas revenue targets. Media mentions and search interest surpass past Yeezy releases.