When Kanye West talks about his Yeezy line, it’s fun: words like "billion" and "decacorn," or an entire song about Yeezy jumping over the Jumpman. When Adidas’s CEO Kasper Rorsted talks to investors about the business, like he did on a call last week, it’s a significantly more muted: a jumble of numbers, percentages, names of different regions, and plenty of business jargon.

Sometimes, though, even the jargon contains a shred of exciting news. In that call, Rorsted said something close to what Kanye has been promising for years: that Adidas wants to ramp up production of the Yeezy sneaker. “We are excited to build on this partnership and continue to explore new territories,” Rorsted said. “Kanye has repeatedly stated his aspiration to democratize the Yeezy brand. We share his aspiration and we are working hard to bring this vision to life. Watch out for more.” (The transcription for the call mistakenly writes out Yeezy as "Asia," and later, "Gigi.") Somewhere in the middle of Kanye-style hyperbole and Rorsted’s finely tuned statement is the promise that Adidas is scaling up its production of Yeezys.

For sneakerheads, regular sneaker-wearers, music fans, and foot-owners, the promised land is an unending supply of Yeezys remade in every stripe of the rainbow, constructed out of Primeknit or Adidas’s eco-friendly Parley material. Basically: Yeezys, but made the same way Adidas treats any other sneaker. The biggest knock on the Yeezy is that it subsists on hype. "Democratizing" the shoe and letting everyone buy it, then, might be the most radical thing Yeezy can do. It goes with Kanye’s aspirations, too: a guy who constantly talks about being Steve Jobs and wanting to make water bottles for the entire world probably isn’t satisfied with some little limited-edition sneaker.

This is all well and good for customers who want buying a Yeezy to be as easy as picking up an Adidas Superstar. But here’s the thing: Yeezys for all is already close to reality for those willing to put in a little more effort. If you really wants a pair of Yeezy 350s, some styles are available on resale sites for...not that much more than retail. The heralded Yeezy 500s sat, defiantly not sold out, on West’s site for over a week recently.

What’s important to remember when we’re talking about the Yeezy brand is that it really hasn’t been around that long. “It’s been three years now since we started the most significant collaboration ever created between a non-athlete and athlete brand,” Rorsted said on the call. “Together we have created global brand power in an unprecedented way with many of the products having developed the most sought-after and fast-selling footwear models in the history of our industry.”

But not everything Adidas does with Yeezy is brand-new. Adidas and Rorsted are merely implementing the same strategy with Yeezy that the brand used to put heat behind the Stan Smith and turn the Superstar into the best-selling shoe of 2016. As Quartz points out, Adidas is most successful when slow-rolling their most popular styles. In 2011, the brand just...stopped releasing the Stan Smith. Adidas waited for the shoe to drain out of the market, then slowly started releasing the shoe again in small quantities in 2014. You know the rest: designers like Raf Simons reworked the shoe, Adidas started releasing it in every color and material possible, and the Stan became one of the brand’s best sellers. “We knew three and a half years before we did step one what would happen,” Jon Wexler, Adidas’s vice president of marketing, told The Guardian about the Stan in 2015.

Adidas is recreating that same magic with the Yeezy, only cranked up to Kanye-level scale: letting it roll out slowly—impossibly so, if you didn’t manage to crack the right drop-day apps—and not completely satisfying consumer demand. But now it’s time to really get cooking. That means seemingly wider distribution of the 500s, and a rumored restock of the so-ugly-they’re-iconic Wave Runners. And if you believe Kanye’s tweets, there are more volcanic silhouettes, including a basketball shoe, in the works, too.

Notably: Kanye needs all this—more silhouettes, an influx of supply—if he’s going to make good on the other assertions he’s made this year. There were rumors last month that Yeezy received a $1.5 billion valuation. Brands don’t get $1.5 billion valuations by trickling out limited-edition shoes. They reach that number by releasing shoes in Superstar quantities, by nailing a plan three and a half years in the making. And, as Rorsted might say, by democratizing the brand. But hell, Kanye’s quote is a lot more fun: Yeezys for all!

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