This Friday will see two iconic consumer products go head-to-head on the high street for the first time. The launch of the largest and most expensive iPhone to date is happening on the same day as the biggest “sneaker drop” yet from Kanye West’s Yeezy line of Adidas trainers. They are two of the only products guaranteed to get consumers queueing up for hours in the hope of being among the first to buy the latest gear, at a time when many retailers are struggling to bring customers through their doors. Friday’s simultaneous debut of the iPhone XS Max and the Yeezy Boost 350 V2 poses a dilemma for Silicon Valley’s many “sneakerheads”. Tech and fashion, once seen as poles apart, are colliding as each industry tries to learn from the other about how to build hype and connect with consumers. Read more at Financial Times.