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

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.
Adidas, Kanye, Ye, Puma, streetwear, sneakers
Adidas executives confirmed the brand still plans to still use the Yeezy designs. (Getty Images)

Adidas’ new chief executive has his work cut out for him.

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Further Reading

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?

Balenciaga Cuts Ties With Ye

The brand ‘has no longer any relationship nor any plans for future projects related to this artist,’ parent company Kering said.

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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