Sales of Yeezy stockpiles have already helped Adidas increase its financial targets for the year, and could sweeten the picture as the sports giant sells off more of its Yeezy inventory
homepageAdidas generated about $437 million in sales from Yeezy shoes in the second quarter, as consumer demand remained high despite a furore over the antisemitic views of the rapper behind the discontinued collaboration.Adidas scrapped its Yeezy partnership with rapper and designer Ye, formerly known as Kanye West, in October after he made a series of antisemitic remarks, leaving about $1.3 billion worth of sneakers in limbo.
Adidas has pledged to donate a significant amount of Yeezy proceeds to organisations working to combat discrimination and hate. New Chief Executive Officer Bjorn Gulden is trying to create an era of hot-selling sneakers and apparel at Adidas, which has been beset by several crises in recent years. In times of uncertainty you need journalism you can trust. For 14 free days, you can have access to a world of in-depth analyses, investigative journalism, top opinions and a range of features. Journalism strengthens democracy. Invest in the future today. Thereafter you will be billed R75 per month.
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