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Agenda-setting intelligence, analysis and advice for the global fashion community.

Adidas’ Plans for Yeezy: What We Know

CEO Bjørn Gulden hinted the German sportswear giant could try to sell already produced sneakers from the collaboration, but may still destroy the shoes. One thing’s for certain: “There is no other Yeezy business out there in the market.”
A reseller holds a Yeezy 350 sneaker to show the Adidas and Yeezy branding inside.
New CEO Bjørn Gulden told reporters that the company is still undecided on what to do with existing Yeezy stock. (Getty Images)

Adidas is inching closer to solving its Yeezy dilemma.

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Further Reading

Can Adidas Move On From Yeezy?

Top of incoming CEO Bjørn Gulden’s in-tray will be dealing with unsold Yeezy inventory and reversing the brand’s steep decline in China.

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
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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