We live in the age of Instagram, streaming, and sneakers. The good old sneakers have gained ground outside gyms and courts, with a cool-sounding Anglo-Saxon name (which, at least in the first interactions, always makes you feel cool) and have become the right compromise between standard footwear for everyday casual wear and a collectible item for fanatics around the world, who chase limited editions with the meticulousness that you would have once only attributed to a philatelist enthusiast.

In 1986, two years after the historic signing of Michael Jordan with Nike, Run Dmc blasted “My Adidas” at Madison Square Garden, where the band invited the audience to show the three stripes; on the stands, even Angelo Anastasio, an executive of the brand, invited by rap group managers, witnessed the first major musical endorsement for a sportswear company. “It was a song about our sneakers, but it was much more than just saying how many sneakers we had,” DMC recounted. Three decades have passed filled with sneakers, and now it is a musician, not an athlete, to sign one of the shoes (“sneakers,” we would have said in the past) that are making the history of our years. They are, of course, Kanye West’s Yeezy. A myth that you see on the feet of a few lucky ones; copies made more or less well clutter the shelves of night markets in Asian metropolises, while original pairs reach astronomical prices on eBay. A line for a few, but perhaps not for much longer. Kanye West has been hinting at increased production for years – but we know that what Kanye West says stays with Kanye West. Now even Adidas CEO Kasper Rorsted, as reported by the American edition of GQ, admits to wanting to accelerate the most important brand ever created by a non-athlete for a sportswear company. “Kanye has repeatedly stated his desire to democratize the Yeezy line. An aspiration we share, so much that we are working to make it happen.” We’ll see what happens. Certainly, in the strategies that adidas has accustomed us to in recent years, there is a vocation for the slow introduction of its most popular products into the market. Take the famous Stan Smith: production was discontinued in 2011, only to reappear in 2014 with collections curated by super designers like those signed by Raf Simons. Launched in 1971, the Stan Smiths have returned to being a bestseller. A geological era compared to the Yeezy, which made their debut only three years ago.