At 10:10 a.m. on 10 August, the YEEZY BOOST 350 V2 YESHAYA RF full reflection limited edition was launched in the world's first time on the first new product platform Tmall small black box channel, priced at 1899 yuan. According to the information on the sale page, it was sold out at 10:10, less than a minute later. It is understood that this is the first time that YEEZY series has launched the global synchronization in Tmall.

Since the strategic cooperation between Adidas and Tmall in 2019, Adidas has put the new products on Tmall's debut as the strategic focus of its new global product launch. YEEZY BOOST 350 V2 YESHAYA RF was also unveiled before the official launch of the new product show in January 8th, giving Chinese consumers the first experience of Adidas's latest shoes before the sale.

The brand new product, the sky cat and the black box, have become the consensus among the major brands. According to the data released by the second China new product consumption ceremony, in 2019, the number of new products released by Tmall small black box exceeded 100 million, an increase of over 150% over the same period last year, making it the first platform for brand new products in the world.