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The shoe, which takes West’s nickname Yeezy, draws upon the innovations from Nike’s rich sporting history and fuses them with original lines, materials, and design elements that reflect West’s unique style.

Partnering with Nike Creative Director, Mark Smith, Kanye was taken through the product creation process, the same way athletes have with Nike Design for the past 37 years," said Smith. “Kanye is a natural designer—partnerships like this always enhance the creative experience and the end product.” West agrees that the partnership with Nike has been exciting. “Nike is such an important brand to me,” said West. “Whether you are on the court, in the street, in the club, at school, Nike represents excellence, the standard in design.”

From the start, West and Nike’s shared vision was clear: to create a modern classic. An original Nike footwear style, that reflects elements of Nike’s sporting past, and remixes them with Nike innovation to deliver a unique shoe.

A careful balance was sought, each time new elements were added, with existing elements being taken away – a design process Smith refers to as “reductionism”. “ Nike shoes need to function and always be innovative,” said Smith. “So the first thing we did was to make sure the design process that Kanye and Nike Design went through, mirrored that of our athletes.”