Popular Yeezy designs such as the 350 V2 sneaker in steel gray are on offer. (Hollie Adams/Bloomberg)
Adidas AG another round of product sales begins Yeezyas the German sportswear company wants to increase its profits by clearing the shoe backlog from its terminated partnership with the artist Yes.
In several phases over the next few weeks adidas will offer a range of products for sale worldwide that were originally launched in 2022, according to a statement released on Monday, February 26. Offerings include some of the most popular designs from Yeezyincluding the shoe 350 V2 in steel gray. In contrast to his successful model sales Yeezy at the end of summer last year, adidas This time the products are only offered through his digital platformseliminating some retail partners.
adidas ended his collaboration with Yesthe rapper and designer formerly known as Kanye West, in October 2022 after a series of anti-Semitic and deranged comments. The company was widely criticized at the time for taking too long to complete the agreement.
Previous sales of Yeezy brought Adidas $800 million. (Portal/Shannon Stapleton)
In November 2023, adidas said it had already achieved sales of around $800 million from two product launches Yeezy since May last year. That helped clear about 40% of the Yeezy inventory stored in various locations around the world.
Earlier this month, adidas said will sell 250 million euros of the remaining Yeezy products at least at the price, rather than giving it up as lost. That could help the company beat its original profit forecast. for the year, which disappointed investors. “There is still demand for this silhouette Yeezy in the market,” said the analyst Cowen John Kernan in a telephone interview last week. “This brand generated a large percentage of its total operating profits for several years.”
Since taking over as CEO of adidas last year, Björn Gulden has repeatedly praised the company for building the franchise Yeezya success the industry had not experienced since Nike Inc. has created its product line with the great basketball player Michael Jordan.
This strategy adjustment comes after the severance of relations with Ye following his controversial anti-Semitic comments in October 2022. (AP/Seth Wenig)
Although gulden He was CEO of his rival Puma SE in the years of Adidas Yeezy Although he had nothing to do with the company's subsequent handling of the situation, he has since commented regularly on the collaboration, often leading to speculation about his motives.
The CEO apologized in September for comments he made on a podcast questioning this Yes he really meant what he said in the anti-Semitic statements. AND gulden He was even photographed with the artist earlier this month Super Bowl of NFL In Las Vegas.
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