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At one point it was 100% Nikes and Jordans, he says. At events this year, he noticed more people in Adidas than ever before. Josh Luber, founder of sneaker resale market StockX, told Yahoo Finance this year that the Yeezy 350 is by far the hottest shoe and is selling for the largest premium above retail Kanye drives demand. Of course, the secondary market isnt a priority to the companies themselves. Sneakerheads generate buzz, and the retail industry has begun to cater to them more than ever before with sneaker reservation apps, but what matters most is primary sales. And again, the Yeezy line is tiny, so theres no real way to prove (or disprove) Wests influence using sales numbers. You cant credit him only for selling Yeezys, argues Brian Quarles, executive creative director at the agency Revolution. He points to the fact that West now often wears other Adidas sneakers, not just his own Yeezys, and that puts his stamp on them. If you see a photo of Kanye wearing UltraBoost, I think its a no-brainer why that has become another sought-after shoe. And when you look at Kanyes fashion line, he has really affected fashion across the board.
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We are on track to launch an elevated (inaudible) experience before the end of this fiscal year. This upgrade will enhance our customer engagement capabilities that allow for greater discovery and personalization features such as live videos, exclusive access, personalized recommendations and more. Our investment in The Finish Line brand continued in Q3 with the continuity media program in support of our Shoes So Fresh campaign. We continue to connect with our target consumers through compelling video content deployed through the most relevant channels, including YouTube, Snapchat and Instagram. We recently debuted the second chapter of the Shoes So Fresh campaign featuring the adidas Tubular Shadow and a special appearance by hip-hop artist Two Chainz. Consumer feedback and brand metrics continue to be very positive, including a lift in brand awareness and an increase in brand interest as measured by the Google Brand Lift study. We remain committed to improving our creative execution to drive increase in brand awareness and demand with new iterations of the campaign. Moving to our next priority, driving the performance of our contribution of our Macy's business, as I said earlier, the three major programs we focused on executing the past year to fuel sales and profit growth are driving strong results. As a reminder, they are, one, increasing the availability and penetration of kids; two, remodeling and relocating shops; and three, accelerating digital penetration. Looking ahead, we see additional opportunities to take sales and profit margins higher, and we fully anticipate exceeding the high end of our long-term goal of annual sales of $350 million.
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