The End of the Adidas – Yeezy sneakers collab

Sneakers adidas yeezy boost collab brand

A prominent break-up in the fashion industry was announced on October 25th, 2022: adidas declared on their official website that “adidas terminates partnership with Ye immediately”, also known as Kanye West. The breakup came after the musician made a series of offensive and antisemitic speech. The official statement on the adidas group reads “adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.”

The Adidas Yeezy was a collaboration fashion brand, offering women’s sneakers, as well as men’s sneakers and other sports goods. The designs are produced in limited editions and colorways in the high-end spectrum of sneakers and sportswear products.adidas YEEZY men's sneakers multicolor

Men’s adidas YEEZY Knit Runner Fade Indigo sneakers – Multicolour

The reason for the breakup between Adidas and Yeezy

The action was not a surprise, as the the German sportswear company had placed their partnership with Ye “under review” in the beginning of October, when the rapper was escalating hate speech on his social media profiles. Other world brands had already announced they are cutting ties with Ye – such as Balenciaga, Anna Wintour, CAA (Kanye’s former talent agency). Adidas Yeezy brown mens sneakers

adidas YEEZY 500 High sneakers – Brown

The tipping point was on October 23rd, when a group of Nazis were hanging banners on a motorway in Los Angeles, stating “Kanye is right about the Jews” and similar. Two days later, the adidas group came out with their official statement.

Following their turbulent split from hip-hop legend Kanye West, or Ye, fans of the Yeezy brand have voiced their discontent on social media with Adidas’ plans to reuse the intellectual property (IP) rights for the well-known sneakers.

Foot Locker also discontinued their business with Yeezy

Foot Locker is the largest international retailer of sports footwear and apparel with more than 2500 locations worldwide.
Because of our tight relationships with the very best top companies, we can always provide you the finest, most exclusive selections of products.

Following the announcement of Adidas, Foot Locker came out with a statement that they will continue to be “a partner with adidas and carry a wide assortment of their collections – we will not be supporting any future Yeezy product drops, and we have instructed our retail operators to pull any existing product from our shelves and digital sites.”

Gap and Yeezy

Gap, too, have not remained silent on the Kanye West’s anti-Semitic behavior. Since “antisemitism, racism, and hate in any form are inexcusable and not tolerated in accordance with our values,” Gap’s representative said that it has shut down its Yeezy-branded website and is “taking immediate steps to remove Yeezy Gap product from our stores.” This is despite the fact that Gap and West ended their collaboration in September after West claimed the brand had broken their contract.

The success story of Yeezy

Kanye West had proven himself as a successful fashion designer earlier in hos career. After his first official collaboration with the brand Bape, Ye had designed shoes for the luxury brands Louis Vuitton and Giuseppe Zanotti.

Yeezy and Nike

Kanye Wets’s designer career continued with Nike from 2007 to 2009. His collab with Nike was regarded as the most notable till this point, with the release of the popular sneakers Air Yeezy 1 and the Air Yeezy 2.

These sneakers became so popular, that according to NBCNews, a prototype pair of the Nike Air Yeezy 1 that Kanye himself worn on at the Grammy Awards in 2008, were sold for a record $1.8 million in April, 2021 at a private auction.

The breakup between Nike and Ye was accompanied by royalty disputes, with Nike not willing to pay out what Ye was insisting the company owes him. It was not surprising that Ye reached out to adidas shortly after. Under this deal, Kanye would retain 100% ownership of his brand, and have control over the design of the products to be created, according to Bloomberg.

As the design and popularity of the Adidas Yeezy have been dazzling, it’s been interesting to note that people are matching them against Nike’s Jordans. Although Air Jordan, and the Nike group as a whole, have much more sneakers produced and thus more sales, the Adidas Yeezys have sprang an enormous interest in social media (partly due to Kanye’s popularity and this of his friends and ex-wife Kim Kardashian).

Nike Air Yeezy sneakers for men    Buy here this pair Nike Air Yeezy hi-top sneakers – Neutrals

Yeezy and Adidas

After being confirmed, the Adidas and West collaboration had its first debut in February 2015, one year after its founding. Celebrities including Rihanna, Diddy, and West’s then-wife Kim Kardashian attended the premiere of “Yeezy Season 1,” which was much anticipated. When they were released, “Yeezy Season 2” and “Yeezy Season 3” also enjoyed a great deal of success. Adidas and West made an announcement about the deal’s continuation and the introduction of a new Yeezy category in June 2016. According to West, unexpected 40,000-pair releases of Yeezy were selling out in a flash. [1]

Unfortunately, the collaboration came to an end for reasons entirely different than fashion and business. This story has come to show that it’s not all about the money.

adidas YEEZY Quantum Mens sneakers Buy this men’s adidas YEEZY Quantum Hi-Res Coral sneakers – Blue

So what’s next for Adidas and the Yeezy sneakers?

As CNN published, Adidas plan to keep distributing Kanye West’s sneakers designs without the Yeezy name. The Adidas finance chief Harm Ohlmeyer said “Going forward, we will leverage the existing inventory with the exact plans being developed as we speak”. As quoted by the Sourcing Journal, “We do not own the Yeezy name, so we believe interesting plans are coming to fruition in 2023 and that’s what we’re working to,” Ohlmeyer said. Furthermore, they say that “When combined with the fact that Ohlmeyer said Adidas still owns the IP rights to the Yeezy shoe designs and colorways, a potential Yeezy rebrand appears to be inevitable.” Yeezy fans have expressed their dislike that Adidas plans to produce the designer sneakers with Ye out of the picture. So, Adidas plan to continue with the production of the designs, but after a possible rebranding of the line.

Another trend to expect is the increase of resells at the pre-owned fashion products marketplaces. After the announcement of the brake-up between Adidas and Yeezy, and with the perspective that no new Adidas Yeezy sneakers and other fashion products will be sold in the stores, specialized in women and men pre-owned goods, or private and public auctions.

These are a few women pre-owned sneakers of the adidas Yeezy brand we offer at Fashion Finder:

Not an Yeezy fan? Not to worry! We’ve got 19 sneaker trends for the upcoming season that will assist you with your next sneakers pair.

 

Will you miss the Adidas Yeezys? Let us know in the form below or email us at info@fashionfinder.online.

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