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Sneakersnstuff CEO Publishes Open Letter to adidas After Latest “Chaotic” YEEZY Release

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yeezy production strategy

The head of the widely respected Swedish streetwear outlet, Sneakersnstuff, has publicly questioned adidas’ global production strategy for the YEEZY subline in the wake of another “chaotic” 350 Boost V2 release yesterday.

In an open letter published on Instagram, Erik Fagerlind questioned why the brand continued to squeeze production numbers, with Sneakersnstuff’s own stock of YEEZYs barely able to cover even the 1% of demand they themselves experienced.

The site received a staggering 5.5 million requests, with at least around 40,000 of them being from bots, which were subsequently blocked from the site.

“If you continue to undercut the market this hard, people will get tired of trying,” said Fagerlind, citing the loss of trust people feel towards them as a store, as well as eventually to adidas themselves.

“Disrupting the marketplace with chaos on release day feels very 2015, and you are the ‘brand of the future,’” he added.

It's yeezy season… I think we had more simultaneous visitors than @adidasoriginals global production of the Yeezy 350. I see a lot of people angry, frustrated and sad. And I share their frustration. We do all that we can for a fair and smooth release – but since we get nowhere near the qty to cover even 1% of the demand, people still misstrust us. I think there is a lesson to be learned here @adidasoriginals. If you continue to undercut the market this hard, people will get tired of trying. I know it is not likely that you will sell us 50000 pairs (I'm game if you are…). But you have to level the field here. Disrupting the marketplace with chaos on release day feels very 2015, and you are the "brand of the future". I am in Herzo monday – happy to share all info, insight, feedback with anybody who cares #yeezy

A photo posted by Erik SNS Sneakersnstuff (@erikfagerlind) on Sep 24, 2016 at 5:34am PDT

It comes a day after the Sneakersnstuff team published a fairly real read of how release day would go down for millions of people, stating: “Close to 100% of you will not get a pair. That is just a fact.”

For more realistic steezy purchases, check out our guide to getting Supreme for less.

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