I think the latter is true, but he never said anything about every CW or model being "available" for every kid/adult to purchase. I think that the price point obviously makes them more affordable to everyone. Just like any other marquee/signature athlete, eventually they realize as they get more popular that "product placement" and getting the product in the "right" hands only helps create better exposure and interest in your stuff. See Kobe 4,5,6 vs, 1,2,3, or even Lebrons after the 5. Prior to, more dedicated sneaker "heads or basketball players would have been tuned into those shoes, but as their exposure and popularity increased, you start seeing celebs, other athletes, actors, musicians, etc... wearing the stuff.
