Success unexpected. First batch Yeezy shoes put up for sale by Adidas after termination of partnership with Kanye West attracted the attention of many consumers around the world, avoiding the risk of suffering for the sportswear giant big devaluation on product stocks that are still available.
Brings it back Financial Timesspecifying that as of June 2, the German company received orders for a total of over 508 million for approximately 4 million pairs of sneakerssuch a requirement that puts the company in a position of dissatisfaction with some of them. To place orders, customers were asked to call pre-register online and submit requests for specific models. All months after October, the month that marked the end of the collaboration between Adidas and the rapper, today known as Yeafter posting on social media antisemitic content.
Despite the reasons for the divorce, the sportswear giant estimated seven months after the end of shoe sales. destroying the Yeezy stock would have cost around 500 million euros. and so the choice is ripe return it to the publicforeseeing the donation of a significant portion of the proceeds to charity organisations who fight against racism and anti-Semitism.
Strong demand that surpassed Adidas expectations has allayed concerns about the possible high toxicity of the Yeezy brand after public releases of Ye in late 2022. Consolation is minimal, given that between 2015 and 2022 partnership with Kanye West launched Herzogenaurach 1.7 billion euros in sales and almost 700 million euros in operating profit..
As well as selected charitable organizations to which they should be intended. more than 8.5 million eurosother shares of revenue generated by Adidas will cover That fees E. and costs associated with the termination of the partnershipespecially those related to layoffs of staff, the end of proceedings and legal costs.