During Sunday’s Super Bowl LVIII, Kanye West made a unique promotion for his Yeezy brand, opting for a notably economical approach by investing the entire budget into purchasing airtime.
In the brief clip, West explained, “Hey, y’all, this Ye, and this is my commercial. And since we spent all the money on the commercial spot, we actually didn’t spend any money on the actual commercial.” He directed viewers to visit yeezy.com, emphasizing the simplicity of his message and showcasing his shoes.
A 30-second slot during the Super Bowl can cost around $7 million, but West’s promo was not aired globally. Instead, it was selectively broadcasted in Miami, Chicago, and other regions.
In an interview snippet with Justin Laboy, West discussed his decision to sell Yeezy merchandise for only $20, portraying himself as a modern-day Robin Hood aiming to make high-end designs accessible to more people.
West’s Super Bowl weekend was filled with activity. He and Ty Dolla Sign released their long-awaited joint project, Vultures 1, featuring a lineup of prominent artists like YG, Nipsey Hussle, Playboi Carti, and Travis Scott. The album also showcased previously teased tracks like “Back To Me,” “Vultures,” “Fuk Sumn,” and “Talking.”
At his Chicago listening event, West previewed the standout track “Carnival,” where he made comparisons to Bill Cosby, R. Kelly, Taylor Swift, Elon Musk, and others, sparking further interest and discussion.
