Update, 9/20: After much ado, now we've finally got the officially official images from Adidas. Check 'em out:
Original, 9/19: Can you hear it? That sound carried on the wind? That thundering from over the hill?
That's right, there's a new Yeezy coming.
We have the date already—the first Yeezy Boost 350 V2 is set to release on September 24. And although the date is all Adidas really needs to give to inspire line-ups and fanatical madness, this morning the brand gave us more:
Today, Adidas Original posted a new animation to YouTube and Twitter that shows the new Yeezy Boost 350 V2 in the first colorway getting produced. Well...kind of. In fact, the video presents the process of production entirely in reverse.
There's something poignant about having this video working through the production of these shoes backwards, since as consumers we usually consume product this way. We see the shoes first in their fully assembled form, and then pick them apart piece by piece.
In the video, we're shown the box, then the shoes which going through disassembly, uncut from the woven material, which is then unwoven into massive spools of thread. Finally we're shown the soles, which are blown out into the constituent pellets of Boost material.
The audio is also in reverse, a sort of modern instrumental with the ticking of clocks, the ringing of cellphones, and pulsing like a heartbeat. (There isn't a secret message hidden in it; we checked.)
This particular sneaker has been teased for quite a while, but not a single pair made it to the runway at Yeezy Season 4 (maybe because the Solar Red didn't match with the muted neutral tones, or because the text woven into the side was too distracting for a fashion show).
Since we now have photos and a date, you'd think there isn't much left to say about this particular release. But if it's like every other Yeezy release thus far, there's bound to be last-minute changes or retail surprises. Keep your ear to the ground.