阿迪与侃爷决裂，椰子鞋身价反暴涨？

2022.11.08
林禹
难度：CSE9
课程导读

近日，美国说唱歌手及设计师Kanye West（“侃爷”）由于出格言论在商业圈遭到重创，阿迪达斯、GAP等多家品牌宣布与他终止合作。其中最受人关注的是，阿迪达斯宣布立即停产与侃爷合作的Yeezy（椰子鞋）。椰子鞋自2009年推出后就火爆全球，第一双椰子鞋还曾拍出180万美元的天价。如今，这个潮鞋品牌面临着怎样的局面？这场闹剧给炒鞋圈带来了什么影响？一起来听今天的讲解。

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本篇课程首发于2022年11月8日

英文原文

What Does the End of Yeezy Mean for the Sneakerverse?

By Vanessa Friedman

The Yeezys are disappearing. Off the shelves — and sites — of Adidas. As Kanye West’s corporate partnerships have evaporated in the wake of two weeks of antisemitic and anti-Black statements, his products, and especially his shoes, have likewise seemed to vanish from sight.

Yet on the resale sites where sneakers are traded like commodities and collectibles, hundreds of pairs can still be found.

Andre Ljustina, the founder of the sneaker and streetwear site Project Blitz, believes that the end of the Adidas Yeezy partnership will simply make the shoes more collectible, that “when the smoke clears, their value will go up.”

The result of these mixed messages, said Mbiyimoh Ghogomu, the chief executive of Tradeblock, a sneaker trading platform with more than 200,000 users, is “rampant speculation.” The number of Yeezy trades on the site rose 40 percent.

While kicks have long had their own subcultural semiology, it was the emergence of Michael Jordan and his Air Jordans in the mid-1980s, along with the rise of hip-hop, that shot them into the heart of the popular conversation and identity.

While other brands and collaborations had their moments, it wasn’t until Ye joined forces with Adidas in 2013 after a fallout with Nike that a real competitor began to emerge.

Ye’s recent remarks may have a negative effect on the resale market. In the short term, no one doubts that this will work to Nike’s favor.

生词好句

1.sneakerverse

英 [ˈsniːkəvɜːs] 美 [ˈsniːkərvɜrːs]
n. 运动鞋宇宙，运动鞋世界
拓展:
DC universe DC宇宙
Marvel universe 漫威宇宙
sneaker n. 球鞋，运动鞋
training shoes 训练鞋
running shoes 跑鞋

2.(be/go) off the shelves

产品下架
拓展:
This type of instant noodle went off the shelves due to the food safety issues.
这款方便面因为食品安全问题而下架。
out of stock 因缺货而不在货架上
off adj. （食品）变质的
The sausages in the fridge went off, it must be left by my roommate!
冰箱里的香肠变质了，一定是我的室友丢在那里的！

3.evaporate

英 [ɪˈvæpreɪt] 美 [ɪˈvæpəreɪt]
v. （本文）合作告吹；蒸发，消失

4.in the wake of

在……之后发生（following）
拓展:
The company declared its bankruptcy in the wake of the PR crisis.
公关危机之后，这家公司宣告破产。

5.likewise

英 [ˈlaɪkwaɪz] 美 [ˈlaɪkwaɪz]
adv. 同样（in the same way）

6.vanish

英 [ˈvænɪʃ] 美 [ˈvænɪʃ]
v. 消失
拓展:
近义词：evaporate
In some cities, small businesses are vanishing/evaporating.
在一些城市，小微企业正在消失。

7.commodity

英 [kəˈmɒdəti] 美 [kəˈmɑːdəti]
n. 大宗商品，（批量交易的）商品
拓展:
The fluctuation of the international commodity market has influenced many developing countries.
国际大宗商品市场的波动影响了很多发展中国家。

8.collectible

英 [kəˈlektəbl] 美 [kəˈlektəbl]
n. 基于爱好的收藏品；adj. 可收藏的，有收藏价值的
拓展:
collection n. 收藏
an exhibition of art collection 艺术藏品展览

9.when the smoke clears

当局势明朗化（when the situation becomes clear）
拓展:
When the smoke clears, the major powers will join the game and do the housekeeping.
当局势明朗之后，大国就将入场收拾残局。

10.rampant

英 [ˈræmpnt] 美 [ˈræmpnt]
adj. 泛滥猖獗的（getting worse quickly and out of control）
拓展:
Rampant corruption has never substantially disappeared.
猖獗的腐败行为从未真正消失。