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Unpacking Adidas’ Surprise Yeezy Coup

After severing ties with Ye, Adidas was left to deal with $1.3 billion worth of unsold merchandise, which it considered destroying but decided to sell instead, beginning with a first drop in May. That turned out to be the right decision.
Adidas x Yeezy
Adidas x Yeezy (Adidas)

However shoppers feel about Ye himself, they haven’t cooled on Yeezy sneakers.

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Further Reading

Adidas’ Plans for Yeezy: What We Know

The German sportswear giant hinted it could try to sell already produced sneakers from the collaboration, but predicted its first annual loss in over three decades.

Inside Adidas’ Yeezy Dilemma

The German sportswear giant’s partnership with Ye generated $1.7 billion in 2021, accounting for nearly 7 percent of its annual revenue. Now that the company has cut ties with the rapper, will it keep selling Yeezy designs?

About the author
Marc Bain
Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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