Edition Logo
To Top
So what happens to the shoes now that Kanye has been cancelled

Following the musician's anti-Semitic outburst, Adidas (ADDDF) cancelled its footwear collaboration with Ye, formerly known as Kanye West, last month. However, Adidas (ADDDF) will keep marketing the popular footwear and apparel line without the Yeezy name or logo.

The business claimed to be the sole owner of all Yeezy line design rights, including all current and upcoming colours and iterations. The cost of royalties and marketing expenses will be reduced by around $300 million for the corporation by selling the sneakers under Adidas' own logo.

Adidas' chief financial officer, Harm Ohlmeyer, stated on Wednesday, "Going forward, we will exploit the existing inventory with the exact plans being prepared as we speak."

One of Adidas' core products, the Yeezy line, has suffered as a result of the controversy.

According to Morgan Stanley, Yeezy items brought in roughly $2 billion in revenue for Adidas last year, or 8% of the company's overall sales. In addition, the line attracted new customers who bought other Adidas products into the stores and helped Adidas secure shelf space at big retailers.

Adidas reported on Wednesday that the breakup of the alliance cost them more than $250 million in profit and $500 million in lost sales.

Adidas said on Tuesday that it had chosen the CEO of Puma to succeed outgoing CEO Kasper Rorsted as its next CEO.

Bjjørn Gulden, a 57-year-old Norwegian, will head Adidas starting in 2019. He will need to come up with strategies to revive the brand and replace Yeezy sales. Over the past two years, Adidas' stock has decreased by over 80%.

Adidas making the decision to keep selling the brand would be a mistake, according to GlobalData's Darcey Jupp, an apparel analyst.

In a note to clients, he advised against reintroducing products under its own brand since they would always be associated with West and could cause weakening of consumer demand.

Related ItemsKanye West

More in Fashion