Sportswear brand adidas is offering a significant discount on select Yeezy models, slashing prices by 50%. This move is part of a broader strategy to liquidate remaining stock after the highly publicized split with Kanye West, known as Ye. For fans of the brand and collectors alike, this sale represents a rare chance to acquire coveted Yeezy sneakers at half their original price, but it also underscores the end of an iconic partnership.
SNEAKERS
The Yeezy sale signals a shift for adidas, moving from the challenges of their recent partnership breakup to focusing on future endeavors. This markdown event allows fans a chance to own a piece of sneaker history that was previously difficult to obtain due to high demand and pricing. Through this sale, adidas is giving its audience a chance to reflect on the impact and cultural significance of the collaboration before it officially becomes a part of history.
A Trailblazing Collaboration
The adidas and Kanye West collaboration began in 2015 and quickly redefined the boundaries of sneaker culture. The partnership launched with the release of the Yeezy Boost 750, an innovative sneaker that blended Kanye West’s unique style with adidas’ advanced technology, such as the BOOST cushioning system. This model set the stage for a series of highly successful releases, including the Yeezy Boost 350 and 350 V2, which became instant hits for their design and comfort. The collaboration also introduced a new model of sneaker releases, including limited drops and high demand that created a frenzy in the resale market.
Following the initial success of Yeezys, the partnership continued to innovate with releases like the Yeezy 700, which brought a new silhouette into the popular “dad shoe” trend, and the Yeezy Foam Runner, which showcased an eco-friendly approach with its algae-based construction. Each release under the Yeezy line was met with anticipation and excitement, demonstrating the powerful synergy between Kanye’s creative vision and adidas’ technological and marketing expertise. This collaboration changed how sneakers were perceived in fashion, blurring the lines between high fashion and streetwear.
The Fallout
The collaboration between adidas and Kanye West, however, faced turbulence due to West’s increasingly controversial public persona. The climax came in October 2022, when adidas decided to sever ties with Kanye following a series of public statements and actions by him that included deeply problematic and antisemitic remarks. These actions were in direct violation of adidas’ core values of diversity, inclusion, and mutual respect, prompting the company to terminate the partnership abruptly. This decision led to the immediate cessation of Yeezy branded product production and the end of financial ties with Ye and his associated companies.
The fallout from this termination was significant. Adidas found itself with a substantial inventory of unsold Yeezy products and faced a tough decision on how to handle this leftover stock without compromising its ethical standards. The financial impact was stark, with an expected short-term hit of up to €250 million to the company’s net income, particularly painful given the timing in the fourth quarter of the fiscal year. The challenge extended beyond finances, as adidas had to navigate the complex logistics of existing product rights and future brand direction.
Navigating Post-Yeezy Strategies
In response to the termination, adidas embarked on a careful and considered strategy to manage the remaining Yeezy inventory. Engaging with community leaders, stakeholders, and anti-discrimination organizations, adidas sought a responsible way to handle the unsold stock. The decision was made to sell the remaining sneakers at cost, thereby not profiting from the controversy, and to donate a significant portion of the products to fight against discrimination and promote social change through organizations like the Anti-Defamation League and the Philonise & Keeta Floyd Institute for Social Change.
This approach aims to mitigate the financial fallout and also to reaffirm adidas’ commitment to social responsibility. The sale of Yeezy products at 50% off is a part of this broader effort to responsibly clear inventory while making a positive impact on communities affected by the kind of rhetoric that led to the partnership’s end.
The ongoing 50% off sale on Yeezy sneakers at adidas represents a closing chapter for the Yeezy line at adidas, turning a challenging situation into an opportunity for community support and engagement. For sneaker fans, this might be the last opportunity to own a piece of this transformative era in sneaker history directly from the source.
