Adidas to release second batch of Yeezy sneakers after breakup with Ye
Adidas said Friday that it is releasing a second batch of high-end Yeezy sneakers after cutting ties with rapper Ye, formerly known as Kanye West, as the German sportswear brand seeks to unload the unsold shoes while donating to groups fighting antisemitism.
The online sale, to start Wednesday through Adidas smartphone apps and its website, follows an earlier set of sales in May. Models that will be available include the Yeezy Boost 350 V2, 500, and 700 as well as the Yeezy Slide and Foam RNR.
The company cut ties with Ye in October after he made antisemitic and other offensive remarks online and in interviews. That left Adidas holding about $1.3 billion worth of unsold Yeezys and searching for a responsible way to dispose of them.
Adidas Chief Executive Bjørn Gulden said in May that selling the sneakers and donating some of the profits was the best solution to deal with the unsold inventory and make a difference. He said the company consulted with nongovernmental organizations and groups that were harmed by Ye’s comments and actions.
Part of the profits from the sales of the shoes will go to the Anti-Defamation League and the Philonise & Keeta Floyd Institute for Social Change, run by social justice advocate Philonise Floyd, the brother of George Floyd.
Adidas saw operating earnings dwindle by $441 million in the first three months of the year after its breakup with Ye and his Yeezy shoe brand.
Shoes sold directly by Adidas in North America will include blue square pins established by Robert Kraft’s Foundation to Combat Anti-Semitism as a symbol of solidarity in rejecting antisemitism, the company said.
The Anti-Defamation League calls the sale “a thoughtful and caring resolution” for the unsold merchandise and that “any attempt to turn the consequences of [Ye’s] actions into something that ultimately benefits society and the people he has hurt is most welcome.”
Adidas declined to give details on the number of shoes that would be released for sale and how much of the proceeds would be donated. Asked if Ye would receive royalties from the sales, the company would only say that “we will honor our contractual obligations and enforce our rights but will not share any more details.”
The company said Monday that the first sale of Yeezy shoes helped its preliminary second-quarter financial results and contributed to it raising its outlook for the year — from a high single-digit decline in revenue to a mid-single digit decline.
That would still amount to an operating loss of more than $494 million this year, instead of a loss of $771 million.
Kanye West’s antisemitism has cost him a lucrative business relationship with Adidas — and it has hurt prices of the controversial musician’s once-coveted Yeezy sneakers and apparel on the secondary market.
Adidas, which reports its earnings for the first half of the year on Thursday, said it expected future Yeezy sales to further boost its results.
Inside the business of entertainment
The Wide Shot brings you news, analysis and insights on everything from streaming wars to production — and what it all means for the future.
You may occasionally receive promotional content from the Los Angeles Times.
