Hyped means little, because Ronnie Feig and mainly Asics have been putting out hyped releases for the past five years.
That has meant little to Asics bottom line or market share, because it's only a niche market it reaches. It's not mainstream, and that's what Nike is, Adele.
Everyone(Saucony, Asics, New Balance, Adidas) outside of Nike until recently has moved to collabos for hype, and it has worked little.
Adidas isn't moving a couple of hundred thousand Adidas units in a weekend, and the time they release more is when they become less popular. Resellers are some of the main people buying them. The reason Yeezy's are so popular is exclusivity and they're like hitting the lottery, because of how limited they are.