As Business Insider's Mary Hanbury previously reported, West rolls out new products in limited numbers, which boosts the hype and causes them to sell out quickly. One hour after the Boost 350 sneakers went on sale for $200, for example, they were sold out in stores and online.
And it helps that his equally famous wife, Kim Kardashian West, is among his biggest supporters. In 2018, Kardashian West was at the center of her husband's Yeezy Season 6 campaign, stepping out in public wearing the new collection and being photographed by the press.
Read more: Kanye West's secret to building a footwear empire to compete with Nike