In a surprising move last October, the tumultuous events surrounding Ye led adidas to re-evaluate their booming partnership. After a brief reconciliation, it seemed the union might continue. However, the brand's financial curveball painted a different story.
Bjørn Gulden, adidas' dynamic CEO, recently shed light on the future of adidas Yeezy during a revealing earnings call. "The Yeezy product is something that he created, he’s the inventor of it and we have been his partner. To take his designs and sell them off later, which we technically legally could do, is not part of our strategy,” Gulden expressed.
Adidas Yeezy did bring sunshine during a cloudy financial spell, raking in a staggering $560 million just this May. But despite these strong returns, sales in North America dipped by 16%, prompting introspection into their current strategy.
For now, adidas plans to offload existing Yeezy inventory, channel the proceeds effectively, and look towards a Yeezy-free horizon. But what does a future sans-Yeezy mean for adidas? Only time will reveal the next chapter in the sportswear titan's journey.
But maybe this whole thing changes tomorrow, who knows? Well, Resellology does, which is the perfect reason to give us a follow. Stay informed out there folks.