In 2013, Adidas signed up the artist Kanye West to design and promote sneakers. The footwear maker was an also-ran in the sneaker world. It had five shoes on an important industry list of the 50 best sneakers of 2013.

At the time, signing West was seen as one of the best decisions Adidas made. Sales surged – not just of sneakers designed by West, which were sold under the Yeezy brand, but other lines too. West, a rapper married to Kim Kardashian, made a tired brand cool.