In 2013, the world of footwear was changing.
The blog boom of the late 2000s was losing leverage to the world of Instagram and apps, speeding up trends and spreading influence at light speed. Following landmark launches like the re-release of the Air Jordan 11 “Concord” and the out-of-this-world “Galaxy” Nike Air Foamposite One, the rapid rate of releases was more than stores or servers could handle.
One man unaffected by time or technology in 2013? Kanye West.
Refusing to use a cell phone in recent years and finishing that summer’s studio album, Yeezus, in the 11th hour, Kanye did not care about likes, deadlines, or feelings.
In fact, an infamous interview with Zane Lowe suggested that Kanye didn’t even care about music.
Kanye West in the Air Jordan 6 Black/Varsity Red (photo via The Cut)
What Kanye did care about was fashion, specifically footwear.
While fans flocked to stores the summer before to claw over his second sneaker from Nike, the Air Yeezy 2, the world’s most polarizing rapper was beating down the door in Beaverton behind the scenes, demanding royalties for his designs and greater allocation for fans.
This unrest between sportswear’s most powerful brand and hip hop’s most influential figure grew even more heated with the rollout for Yeezus, thought to coincide with the release of the smoldering hot “Red October” Yeezy 2s.
Nike Air Yeezy 2 “Red October” (photo via Flight Club)
On June 18th, 2013, Yeezus released, and word began to spread that Kanye West was not just mad at Nike, he was mad at Heidi Slimane and anyone marginalizing the power he possessed to create clothing.
The heated headlines, abrasive album, and “Red October” rumblings only made Kanye more intriguing to the media and paparazzi alike, attracting eyeballs to every outfit that the one guy without Instagram wore.
In turn, the summer of 2013 was the epitome of the “Kanye wore it” era for fans and artists alike. Leaning into essential garments and advanced footwear, the consumer could cop almost everything he actually wore or at least pick up a close comp at a fair price. This was a far cry from the Graduation days when you had to have a connection in Japan to score his Ato Matsumoto Cowhide Boots or even the eventual The Life of Pablo era when merch sold out at each show.
This moment in time, post Internet but pre resale pandemonium, saw Kanye leveling the playing field for fits through copy and paste solids and blanks.
Kanye West in the white and blue Nike Air Max 90 Hyperfuse “Independence Day” (photos via Pinterest & Telegraph)
While democracy was achieved, the root was revolt.
Going totally tonal on tees, hoodies, and eventually footwear, Kanye decidedly went away from baring brand logos as a poignant protest against the fashion industry he felt was against him.
By July, the buzz around Kanye’s anger and aesthetic were at fever pitch as Yeezus was winning over his hive. That month, Kanye capitalized on the controversy, releasing a collection with APC of expensive but accessible basics ranging from baggy white tees to Bill Belicheck cut hoodie.
The blank garments and fitted jeans proved the perfect canvas to showcase Kanye’s “of the moment but on the nose” footwear choice: the “Independence Day” Nike Air Max 90 Hyperfuse Pack.
Nike Air Max 90 Hyperfuse “Independence Day” Pack (photo via Nike)
From a marketing standpoint, the holiday-inspired retro runners were meant to sell to families at Finish Line looking for a summer shoe — not Kanye stans sneaking into a fashion show. However, by 2013 that demographic was beginning to become increasingly the same.
Despite dire attempts for Hyperfuse footwear to crossover to casual wear, much like fetch, it never quite happened and surely still hasn’t. The push behind Hyperfuse had long been a way to adjust to the increasing cost of leathers while selling Nike as swift and modern.
For a moment, though, the tonal white, red, and navy Hyperfuse Air Maxes worn in paparazzi pics by Kanye were not just selling out at stores, people were chasing them. Even popular peers like Kendrick Lamar and Drake.
Left: Kendrick Lamar in the red Nike Air Max 90 Hyperfuse “Independence Day” (photo via Pinterest)
Right: Blue Nike Air Max 90 Hyperfuse “Independence Day” (photo via Nike)
Catching fire months after infamous launches at boutiques and years before apps made everyone hate buying shoes, any kid wanting to look like Kanye could actually pull up to a mall in America on a Wednesday and have a shot at scoring the same shoes.
Unbeknownst to many, the likely reason for Kanye wearing these shoes was that they didn’t bare a bold Swoosh on the sidewall. The real coveted colorway proved the tonal red take, offering an unintended ringer for the ultra-rare “Red Octobers.”
In the months to follow, Kanye hit the road for the Yeezus Tour, ripping Nike and its execs loudly and often on stage. Shortly into the tour, he’d switch out his “Red October” Yeezy 2s in favor of muted Maison Margiela Futures and eventually shock the world by signing a shoe deal with adidas.
Kanye West in the Maison Margiela Future (photo via Consequence of Sound)
Since then, it’s tough to think of an inline pair or pack of shoes with the same unexpected lightning in a bottle impact on the culture. Nike has attempted to recreate the Kanye energy through Yeezy-toned retros and holiday-inspired releases. Some have sizzled, but none have hit quite like the “Independence Day” Nike Air Max 90 Hyperfuse in 2013.
This summer, you won’t see any 4th of July drops from Nike, and you won’t see kids flocking to the mall for a shoe they saw in a paparazzi pic. What you will see is a financially free Kanye West and an even faster-paced sneaker market fighting a blockbuster war against bots like Will Smith once battling aliens on the big screen.
Happy Independence Day.
