ylie Jenner has signed with Puma officially for the Spring/Summer women’s training campaign that was launched in April of this year. But what about the Yeezy line? What about Kanye West? Kanye took to twitter to tell all that Kylie would never join Puma and that she is definitely all in for the Yeezy line. Then the release from Adam Petrick, the Global Director for Brand and Marketing for Puma broke the silence about the news and whispers flourished. Jenner was offered a solid $1 million to become a collaborator for Puma. An offer that not many of us can refuse. But like all young people who are wild and free, Jenner decided to take her own path and not to let anyone stop her. Of course that $1 million was definitely a push towards Puma. Jenner was not the only one who joined as a Puma ambassador this year. Rihanna released almost a year ago that she would be doing a line with Puma called Puma by Rihanna with the word “Fenty” on each item. She was declared creative director and has publically worn Puma, just as Jenner has, to being attention to the brand. Rihanna also took to Twitter to show support for herself and get people hyped about her new shoes that were designed by, of course, Rihanna. But how did Kanye react to this? He was extremely supportive, going to the fashion show hosted by Rihanna to show the Puma line and said encouraging words about her. When he found out that Kylie signed with Puma, Twitter took a hit. After Kanye was said to be more than 100% sure that Kylie was with Yeezy all the way, everything was changed. After being in the Yeezy fashion shows previously, Jenner was seen on sidelines of the season 3 show. An obvious statement yet the familial truth is unknown. Everything that is happening in the Kardashian-Jenner family is staying behind closed doors. For being such open people, some things are meant to be muffled. Needless to say, West was not as supportive to Jenner as he was to Rihanna. No one can truly say if she went behind West’s back to make the deal
or it was just a publicity stunt to promote drama for the Kardashian-Jenner family once again, but all we know is that Jenner has now joined Puma, and she is rocking it. Family is always forgiving though. This is a little different however, then that of a normal family spat. The majority of people don’t have the problems that these celebrities have. But our family news never makes it to the tabloids or the news. Because Jenner is such an influential figure in young people’s lives, Puma wanted her with their brand. A great marketing move on their part. The more a celebrity is looked up to, the more the product will want to be bought by followers of that celebrity. A classic “he/she has it, so I want it” type of marketing. Have you ever seen Chris Evans (Captain America) wearing a jacket and said, “Wow, that’s a nice jacket I want it?” Well that is marketing at its finest. Intentional or not. When a celebrity wears a certain clothing line, smokes a certain cigarette, eats at a certain restaurant or goes on a certain type of diet, you can bet on your Yeezy Boost 750s that someone is going to see them wearing that clothing, smoking that cigarette, eating at that restaurant or going on that diet and they will want to do it too. Yeezy is more of a grunge look while Puma is an all athletic line. You wouldn’t compare an $880 knitted sweater from the Yeezy clothing line to a $75 fleece jacket from Puma. It would be just a guess that Jenner could have gone to Puma because she wanted her followers and fans to be able to wear the clothes that she was wearing, or at least be able to afford it. But putting prices aside, the popularity of the Yeezy line has done nothing but grow. I dare you to go online and search for Yeezy clothing. It is near impossible to find his website other than the one site that sells an original DONDA crewneck sweatshirt for $140 and has the Life of Pablo soundtrack available on digital download for $20. Jenner is a huge icon for young people today, and so is Kanye West. Tabloids can make up stories about why Jenner changed sides, but we will never know the real truth, and yet you still love them both the same.
Trade Secrets: July 2016 Edition - 45
Vol 4 Iss 3 jul 2016