Ye Be Gone: Adidas Sells Last Pair of Yeezy Sneakers
Adidas sold its last pair of Yeezy sneakers at the end of 2024, marking the end of a lucrative but troubled partnership with rapper Ye after splitting from him in October 2022. The company has been trying to put the Yeezy affair behind it since antisemitic rants by Ye forced it to end the highly profitable partnership, denting revenues and driving the company to an annual loss in 2023. With the sale of its remaining stock, Adidas is now focused on recovering from the losses sustained during the Yeezy era.
- The successful exit from a brand that once drove significant revenue for Adidas highlights the importance of managing risk and reputation in the fashion industry.
- How will the legacy of the Yeezy partnership influence Adidas's approach to innovation and sustainability in the future, now that it has shed its baggage with a polarizing celebrity figure?