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Adidas Will Sell Its Yeezy Inventory

At its annual meeting Thursday, the company confirmed plans to sell its remaining stock of Yeezy sneakers rather than destroy the merchandise. Adidas also told investors that an investigation into Ye’s workplace misconduct did not substantiate claims of harassment.

Rapper Ye standing in front of an Adidas and Yeezy photo wall with the logos behind him. — Shareholders expressed their frustration at Adidas' handling of the Yeezy saga at the annual meeting on Thursday. (Getty Images)

Daniel-Yaw Miller

11 May 2023

BoF PROFESSIONAL

Adidas will sell its remaining inventory of Yeezy sneakers rather than destroy them, CEO Bjørn Gulden told shareholders at the company’s annual meeting Thursday, ending months of speculation about the pile of unsold stock, estimated to have a market value of €1.2 billion ($1.3 billion).

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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?

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.

The Risks of Celebrity Marketing

Kanye and Adidas, Johnny Depp and Dior: celebrity marketing can be a minefield as well as a goldmine — and social media has raised the stakes.

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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