The appearance of slowing down the nike machine. People who understand business knows that jb/nike is pulling in the huge bucks to the bottom line but adidas right now is trying to win the hype culture through lifestyle products like the yeezy line/rita ora/pusha t/pharell adi-color etc and transition them to other performance products within their brand like boost technology and etc.
So to people who understand the numbers we know that j.b wins the duel but for competitors to compete (if ever) you have to be considered competition, by dropping that date and taking some of the social media platform shine away they would be succeeding. In a very small way but that's how it has to be done sometimes in order to amount bigger victories. Let's also not pretend that a shoe that takes longer to sell out doesn't directly impact the shoe's hype.