Adidas Sells Remaining Stock of Rapper Kanye West's Popular "Yeezy" Shoes at Cost Price. On Monday, the sporting goods manufacturer from Herzogenaurach launched the third sales event, during which the exclusive sneakers will be available exclusively through Adidas's online channels. The group separated from Kanye West in 2022 after he made headlines with antisemitic remarks. Nevertheless, millions of shoes had already been produced.
Adidas CEO Björn Gulden Has Finally Decided to Sell Off Remaining Stock. In two previous online sales campaigns, the sports equipment manufacturer alone generated 700 million euros in revenue and 300 million euros in operating profit. Now, there are still goods worth around 250 million euros in stock that Adidas wants to offload at least at cost price. The company has not planned for any profit. However, analysts consider this planning to be too cautious.
During the "Yeezy" clearance sale, Adidas donated a portion of the proceeds to organizations committed to fighting racism and anti-Semitism. The company had ended its collaboration with Kanye West due to his controversial statements, but still generated significant revenue from the limited-edition sneakers. In total, Adidas has made around one billion euros solely from the sale of "Yeezy" shoes since the separation from the rapper.
Now the last remaining stocks of the coveted shoes are to be finally sold off. The sales campaign takes place exclusively through Adidas's online channels to ensure an orderly and efficient process. The sneakers were sold out within minutes in the past, which illustrates the social relevance of the controversial rapper. The limited availability of the products and the high demand among sneaker fans have further fueled the hype around "Yeezy".
Given the Brand's Popularity and the Limited Availability of the Shoes, Remaining Stock Is Expected to Sell Out Quickly. Analysts Expect Adidas to Generate Considerable Revenue from the Final Sell-Off. While the Collaboration with Kanye West May Have Ended Controversially, It Ultimately Paid Off for Adidas. The Brand "Yeezy" has Been Successfully Established in the Market by the Sporting Goods Manufacturer and Will Continue to Enjoy Great Popularity Even Without the Partnership with Kanye West.
