Is This the End of Yeezy Reselling? The Final Chapter for Yeezy/Adidas Collaboration?
The collaboration between rapper Kanye West and Adidas, which began in 2013, has been a notable success in the sneaker industry. The partnership, which was renewed in 2016, appeared to be flourishing until a controversy in 2022 led to its abrupt end. Kanye West’s antisemitic remarks prompted Adidas to sever ties with the rapper.
Following the split, Adidas was left with a substantial inventory of Yeezy products. The company began liquidating this inventory, gradually releasing it to the public in quarterly sales. However, on the morning of August 5, 2024, Adidas took a significant step by discounting all remaining Yeezy stock by 50–70%.
For consumers, this represents a unique opportunity to purchase high-demand sneakers at reduced prices. However, the move has caused considerable concern among resellers and shoe stores. Many are now compelled to sell their Yeezy inventory at similar deep discounts, resulting in substantial financial losses compared to Adidas, which had already recouped costs through its initial sales.
Adidas CEO Bjørn Gulden had previously stated that the company would release Yeezy products “at cost” every quarter. Yet, it appears that the company may have sold off its remaining inventory at cost in one substantial release, potentially signaling the end of the Yeezy line.
What does America think?
- August 5, 2024
