The head of the widely respected Swedish streetwear outlet, Sneakersnstuff, has publicly questioned adidas's global production strategy for the YEEZY subline in the wake of another "chaotic" 350 Boost V2 release yesterday.
In an open letter published on Instagram, Erik Fagerlind questioned why the brand continued to squeeze production numbers, with Sneakersnstuff's own stock of YEEZYs barely able to cover even the 1% of demand they themselves experienced.
The site received a staggering 5.5 million requests, with at least around 40,000 of them being from bots, which were subsequently blocked from the site.
"If you continue to undercut the market this hard, people will get tired of trying," said Fagerlind, citing the loss of trust people feel towards them as a store, as well as eventually to adidas themselves.
"Disrupting the marketplace with chaos on release day feels very 2015, and you are the 'brand of the future,'" he added.
It comes a day after the Sneakersnstuff team published a fairly real read of how release day would go down for millions of people, stating: "Close to 100% of you will not get a pair. That is just a fact."
For more realistic steezy purchases, check out our guide to getting Supreme for less.