Adidas is back selling Yeezys again.
After a complicated relationship with Kanye West the company has decided to move forward and cut at much loss as possible after learning the termination would cost the brand $1 Billion. So where does Kanye West stand in this resurgence of Adidas?
In 2013, Kanye West ended his partnership with Nike and announced a new collaboration with Adidas. The announcement came after years of frustration with Nike’s lack of creative control over his designs. With Adidas, West had the opportunity to create his own line of sneakers and clothing under the Yeezy brand. The first Yeezy Boost sneaker was released in 2015 and became an instant sensation, selling out within minutes.
Since then, the Yeezy brand has expanded to include various clothing items and accessories, all designed by West in collaboration with Adidas.
The first Adidas Yeezy Boost sneaker released to the public was in 2015, marking the start of the collaboration between Kanye West and Adidas. The shoe, named the Yeezy Boost 750, featured a high-top design with a suede upper and a unique strap closure system.
It also boasted Adidas’ signature Boost technology for added comfort and support. The release of this shoe caused a frenzy among sneakerheads, with long lines forming outside stores worldwide.
Following the initial release, Kanye West’s YEEZY brand has gone on to help Adidas generate billions in revenue.
Despite the overall success, the relationship between Adidas and Kanye West went sour after the rapper began making anti-Semitic comments and offending individuals from various backgrounds- many of whom are investors in the Adidas brand.
Today, Adidas released a new Yeezy drop. Along with the new drop, Adidas released a press release The new release is the first time that YEZZY products have been available to consumers since adidas terminated its partnership in October 2022.
On the site, the German-based company reveals ‘a portion‘ of the sales will be donated to fight against discrimination, hate, racism, and antisemitism.
In addition, Adidas is planning to partner with the brother of George Floyd, Philonise Floyd, and his program “Philonise & Keeta Floyd Institute for Social Change” to drive community programs through sport and education. This partnership is interesting because Kanye West also made derogatory comments about George Floyd.
Neither Kanye West nor has his legal team released a statement of the release. We’re also unsure if the rapper was notified beforehand.
