by Madeline Schneider
Hip-hop and sneakers have always been intertwined, but today, many artists are landing collaborations with major brands. It is not uncommon for these high-profile collaborations to sell out in seconds and resell for well over four figures, proving that attaching a popular rapper’s name to a shoe is a winning formula.
It is difficult to discuss rapper sneaker collabs without bringing up Kanye West and Adidas. After ending his affiliation with Nike, Kanye and Adidas launched a business deal in 2014. This Yeezy partnership is considered one of the most successful sportswear collaborations ever and made Kanye a billionaire. At its peak, Yeezy reportedly brought in over $1.7 billion in annual revenue for Adidas. For Kanye, the partnership was incredibly profitable, with estimates suggesting he earned between $100 million and $200 million per year from Yeezy-related income. The success of the Yeezy line helped him expand beyond music, establishing himself as a major force in fashion and business while significantly boosting his net worth. However, in recent years, his relationship with Adidas has become strained, raising questions about whether he still benefits from Yeezy and what lies ahead for the brand.
Since partnering with Nike in 2017, Travis Scott has dropped some of the most famous sneaker collabs. Perhaps the most iconic Travis Scott x Nike sneaker, the Air Jordan I Retro High, was first teased at the 2019 Grammys and sold out almost immediately. Most known for its reverse Nike swoosh, these sneakers were some of the most sought after shoes on the market. Travis Scott expanded his Air Jordan 1 collection with various colorways and versions including the Air Jordan 1 Lows, which were also incredibly popular. There is not much information about how much Travis Scott made from Nike drops specifically, but it is thought to be around $10 million a year. In 2025, he extended his contract with Nike until 2027 meaning there are hopefully some more sneaker drops coming in the near future.
Rapper sneaker collaborations remain a dominant force in fashion, with artists like Tyler, The Creator (Converse) and Drake (Nike NOCTA) joining Kanye West and Travis Scott in shaping the industry. As hip-hop continues to influence global style, these partnerships prove that the connection between music and sneakers is stronger than ever.