For those who couldn't get their hands on exclusive Yeezys by Kanye West, the new Adidas NMD sneakers were the next best thing for shoe connoisseurs.
Despite the wet conditions, hundreds lined up outside stores in Sydney last Thursday, many even camped Nike Air Huarache Donna overnight, to be the first in the world to get their hands on the latest, limited edition must-haves that retail for around $180 – a bargain in comparison to West's $260 Adidas Yeezy Boost 350 Hombre footwear – that look remarkably similar.
A limit of just one pair per shopper was implemented in most stores, while at Hype, shoppers could buy a number of different colours but in the same size, to prevent hawkers from selling them on at a higher price online.
Most shoppers told Fairfax Media they were buying the sneakers – that boast a "micro-engineered Boost midsole" and knitted upper – to wear for themselves, however, there were others who could see the dollar signs.
Waiting in line outside the second store of the day as she held on tight to the red Adidas NMDs she purchased earlier that morning was student Nana Chansanann, 33, from Chiang Mai. She explained Adidas Ultra Boost Femme she plans on buying a total of four pairs in Sydney to take back to Thailand and sell to her friends for around $250 each – making a profit of around $70 per pair.
"I don't do it for a business, just as a hobby," she said. "People will always buy them because they are fashionable and it's too hard to get Yeezys."
Two Chinese international students, aged 17 and 18, who asked not to be named as their parents did not know about their purchasing plans, hope to make far more than Chansanann for their new black NMDs.
Unlike other popular brands, like Yeezy, Rihanna's Fenty x Puma and Michael Jordan's Nike Air Jordan, they are not backed by a celebrity but created by Adidas designers from other popular three-stripes makes – the Micro-Pacer, Silverstar and Boston Super.
Edgar Alvaraz, 20, from Mexico who is studying IT at Nike Air Zoom Pegasus 35 Femme Macquarie University, camped between two stores from 1am so he could buy two pairs – one to wear and one that he said he "might" sell. He didn't think it was crazy to wait for 10 hours overnight to buy runners as he said it's part of "sneaker culture".
"You have to line up for them as they run out and if you want to get a pair for retail price that is the only way to do it, otherwise you have to pay crazy amounts more for shoes," he explained.
?He said rapper-turned-designer West is the one to thank for the spike in demand for fashionable, limited edition runners.
"It follows the same trend as the Yeezys, they are limited in stock, however they are not as limited as the Yeezys ... Being limited is a big factor, not everyone can get their hands on these and in a couple of hours they will be completely gone," he said.
Stop what Adidas ZX 750 Mujer you're doing, because a new fashion line is here. Pharrell is back at it again, and this time he's teamed up with Adidas. The two have created a clothing and footwear line that aims to unite the entire world. Honestly, you should expect nothing less from the star. How much is the Pharrell x Adidas Hu NMD line, you ask? Just like the global reach, there's a price point for everyone.
What started with a bright yellow sneaker reading "human race" has now taken off to include much more. Pharrell teamed up with Adidas to create a line filled with everything leggings and zip-ups to five different colorful shoes. This isn't your typical line though. The collab isn't Nike Air Zoom Spiridon Mujer aiming for one specific demographic. According to Adidas' Instagram, they're aiming to unite the entire world.
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