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Adidas’ once glorious partnership with Kanye West turned sour, then legal, and unfolded as a headache of enormous proportions when the rapper made antisemitic comments on social media and in interviews.
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Almost a year after the German sportswear company cut ties with Ye, its CEO has no hard feelings.
Bjørn Gulden, the Norwegian CEO of Adidas, shared his thoughts on West and the background to that very public fallout for a recent podcast.
Noting that Kanye’s relationship with Adidas pre-dated his own appointment to the top job on Jan. 1, 2023, Gulden remarked, “I think Kanye West is one of the most creative people in the world, both in music and what I would call street culture. He’s extremely creative.” And together, both parties created the Yeezy sneakers line “which was very successful.”
Putting creativity to one side, Ye “made some statements which wasn’t that good,” Gulden continued. “That caused (Adidas) to break that contract and withdraw the product. Very unfortunate, because I don’t think he meant what he said and I don’t think he’s a bad person, it just came across that way.”
Speaking with Nicolai Tangen, CEO of Norges Bank Investment Management, for the In Good Company podcast, Gulden said Ye’s remarks “meant we lost that business, one of the most successful collabs in history. Very sad. But again, when you work with third parties that can happen. It’s part of the game. That can happen with an athlete, with an entertainer. It’s part of the business.”
Adidas cut ties with Ye last October, raising questions about the fate of 1.2 billion euros ($1.3 billion) worth of unsold Yeezys. At Adidas’ annual shareholders meeting in May of this year, Gulden revealed that Adidas would try to sell part of the remaining Yeezy inventory and “donate money to the organizations that help us and were harmed by what Ye said.”
By ending its association with Ye, Adidas took a bath. The split contributed to a loss of 600 million euros ($655 million) in sales for the last three months of 2022, helping drive the company to a quarterly net loss of 513 million euros. Adidas reported 400 million euros ($441 million) in lost sales at the start of 2023.
Gulden, formerly CEO of rival sneaker specialist Puma, succeeded Kasper Rorsted at the helm of Adidas, who was in charge of the business from 2016 until his departure November 2022.
Watch the interview in full below.
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Now that adidas is finally unloading the remaining half-a-billion worth of Yeezy merchandise and recouping the money they thought they never would, the three-striped brand is officially done selling anything associated with Kanye “Alt-Right” West.
Days after adidas held their second “Yeezy Day” on their Confirmed app and participating retailers, Retail Dive is reporting that adidas is officially done churning out Yeezy products. On Thursday (Aug. 3), Their CEO, Bjørn Gulden, said that the company is looking to move on from its relationship with the MAGA-supporting rapper.
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Rumors were swirling that adidas was going to continue to drop new Yeezy Boosts and Slide colorways without the rapper’s stamp of approval. Now, it seems like adidas thought better of it and is retiring the various Yeezy silhouettes altogether.
Retail Dive reports:
“The Yeezy product is something that he created, he’s the inventor of it and we have been his partner. To take his designs and sell them off later, which we technically legally could do, is not part of our strategy,” Gulden said. “Our task now is to limit the damage, get rid of the inventory, use the proceeds to good … and build a business later without Yeezy.”
Executives said the company made about 400 million euros (about $441 million at the time of publish) worth of sales thanks to the first sale of Yeezy products, which accounted for 20% of its total Yeezy inventory, and got rid of about 100 million euros worth of costs associated with writing the inventory off. Gulden added that the company will continue to gradually sell off its current inventory, but is not making any assumptions about how well it will sell.
“The uncertainty on each of these drops is so big and we don’t want to have people believing that we have sales and profits in the pocket,” Gulden said.
Well, there goes adidas’ popularity out in these Hip-Hop streets. Sure, they can sign all the celebrities and athletes they want. But at the end of the day, it was the Yeezy line that helped propel the brand into a stratosphere they hadn’t seen since Run DMC had everyone rocking shell toes.
As for what Kanye will do now that he’s basically the most toxic celebrity in the game thanks to his antisemitic rants is anyone’s guess. There were rumors that he’d release his own clothing and sneaker line on his own dime, but only time will tell if that actually pans out.
What do y’all think of adidas retiring all things Yeezy? Let us know in the comments section below.
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adidas is sticking to their word after parting ways with Kanye West. The brand will be donating $121 million dollars from YEEZY sales to charity.
As spotted on Hype Beast the Herzogenaurach, Germany based brand is making the best out of a bad situation. Back in late 2022 Kanye West infamously went on several tirades that targeted the Jewish community. Naturally his hate speech was met with uproar causing several of his corporate partners to drop him. adidas followed suit and severed ties with the “All Of The Lights” rapper on October 25. “After a thorough review, the company has taken the decision to terminate the partnership with Ye immediately, end production of Yeezy branded products and stop all payments to Ye and his companies. adidas will stop the adidas Yeezy business with immediate effect” a press release read.
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Since the announcement adidas has put the YEEZY products on pause. According to The Financial Times the apparel company will be donating close to $121 million dollars from YEEZY sales to charities that battle anti-Semitism. “We have inherited a situation that was very unfortunate,” CEO Bjørn Gulden said in a statement. “I think the YEEZY business and the [Nike] Jordan business were the only two collabs in the world that were creating these kind of premiums over a longer period. Our task now is to limit the damage, get rid of the inventory, use the proceeds for good and lead the business without YEEZY.”
On July 28 adidas announced they would be selling the existing YEEZY inventory in August. The products will be available through adidas digital platforms including the CONFIRMED app, adidas app and adidas.com.
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Adidas brought in 400 million euros ($437 million) from the first release of Yeezy sneakers left over after breaking ties with Ye, the rapper formerly known as Kanye West, as the German sportswear maker tries to offload the unsold shoes and donate part of the proceeds to groups fighting antisemitism and other forms of hate.
The first batch of shoes released in June, which sold out, helped the company reach an operating profit of 176 million euros in the second quarter, better than it originally planned, Adidas said Thursday. A second sale started Wednesday.
After Ye’s antisemitic and other offensive comments led the company to end its partnership with the rapper in October, Adidas said it had sought a way to dispose of 1.2 billion euros worth of the high-end shoes in a responsible way.
“We will continue to carefully sell off more of the existing Yeezy inventory,” said CEO Bjørn Gulden, who took over in January.
“This is much better than destroying and writing off the inventory and allows us to make substantial donations to organizations like the Anti-Defamation League, the Philonise & Keeta Floyd Institute for Social Change and Robert Kraft’s Foundation to Combat Antisemitism,” Gulden said.
Adidas has already handed over 10 million euros to the groups and expected to give an additional 100 million euros, with further donations possible depending on how future sales go, Chief Financial Officer Harm Ohlmeyer said.
Several Jewish civic leaders contacted by The Associated Press said they weren’t planning to buy a pair of Yeezys themselves but generally welcomed the plan to support anti-hate organizations, saying the company is trying to make the best of a bad situation.
The Adidas CEO said the Yeezy sales are “of course also helping both our cash flow and general financial strength.”
The first sale unloaded roughly 20% to 25% of the Yeezy sneakers that were left stacked up in warehouses, contributing 150 million euros of Adidas’ 176 million euros in operating earnings in the April-to-June quarter.
Ohlmeyer, however, cautioned that the Yeezy contribution was smaller than the number made it seem because it did not include many of the company’s costs.
Adidas also warned that the first sale included the highest-priced shoes and sold out completely but that it wasn’t clear whether the remaining releases would see similar price levels and demand.
The blow-up of the Ye partnership put Adidas in a precarious position because of the popularity of the Yeezy line, and it faced growing pressure to end ties last year as other companies cut off the rapper.
The torn-up contract was now in arbitration, “a process that is being taken care of by legal people” for both sides and was surrounded “by a lot of uncertainty,” said Gulden, the Adidas CEO.
Asked whether it must pay Ye royalties on the shoes, the company has said only that it will observe all its contractual obligations.
Yeezy revenue from June was “largely in line” with sales seen in the second quarter of last year, Adidas said. The boost has allowed the company to cut its expectations for this year’s operating loss to 450 million euros from 700 million euros predicted previously.
On the amount of money given to anti-hate groups, Adidas said the donations were not a fixed percentage of sales but that it had discussed with the recipients what an appropriate amount would be.
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes. Bad Bunny has been with Adidas for some time now, and his newest drop — Campus Chalky Brown — is set […]
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes. Grab your sunscreen and get ready to have the trendiest fits of the summer as Adidas and Ivy Park have created […]
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Even with the fashion world turning its back on him due to his MAGA ways and antisemitic views, Kanye West isn’t giving up on his designer dreams. But finding people to help him create brand new attire might be problematic, as he resorted to Craigslist to recruit help for his Yeezy brand.
Highsnobiety is reporting that Yeezus is combing through online applicants on Craigslist, and has even taken to his social media page to gauge interest from potential “interns” who might want to help him get his Yeezy brand back on track with promises of “a future in clothing food and shelter.”
See the Instagram ask here.
So tempting.
Kanye’s team went to Craigslist to conjure up interest from potential applicants who are already experienced in the field of graphic design along with photography, photo editing, pattern making, social media, warehouse logistics, apparel manufacturing, and product development.
Any one-man army familiar with all these fields will be rewarded handsomely with an hourly wage of $16.04 an hour. You’re basically going to be an “intern” who’s getting paid cents above minimum wage to run an entire company. That’s so Yeezy.
Back in the day, people would’ve been falling over themselves to be a part of the Yeezy team. A simple ask online and by word-of-mouth would’ve gotten the job done, but after everything he’s done over the past year, Ye’s name alone has become toxic to millions of people.
The posting comes on the heels of adidas successfully selling off its remaining Yeezy sneakers this past week in which users of the company’s adidas CONFIRMED app were able to enter raffles for Yeezy Boosts, Slides, and Foam Runners.
While most people have sworn off Yeezy products after Kanye went “Death Con 3” on the Jewish community late last year, sneakerheads and resellers haven’t and went in on the app for Yeezy Day 2023.
Seeing that there’s still a niche for his attire out in the general public, Ye might feel emboldened to continue to drop new clothing and footwear to his millions of adoring fans. The thing is, will they still gobble up his merchandise without the co-signature of big-time brands like Nike and adidas?
Highsnobiety reports:
Maybe Ye’s new interns will help him reconstruct those since-destroyed YEEZY shelters, though. Better than living in the past.
But worth working 40+ hours a week at just over minimum wage? You’d think not but, then again, remember that Ye’s fans have stuck with him through hate speech and social media meltdowns. A little cheap labor is presumably a small ask.
Those interns will more than likely be helping rebuild Yeezy shelters on their lunch break after figuring out warehouse logistics and before breaking down apparel manufacturing.
That being said, don’t be surprised if hundreds of people apply for the position, as Kanye still does have a devoted fanbase for whom he can do no wrong. They may come with MAGA hats and Swastika tattoos, but they’ll come.
What do y’all think of Kanye West recruiting interns for his Yeezy brand via Craigslist? Let us know in the comments section below.
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Some of Adidas’ remaining Yeezy shoes are back on sale — months after the German sportswear company cut ties with Ye, the rapper formerly known as Kanye West.
Adidas ended its yearslong partnership with Ye in late October, in light of his antisemitic remarks and other harmful behavior. In the months that followed, the fate of 1.2 billion euros ($1.3 billion) worth of unsold Yeezys remained unknown — until earlier this month, when Adidas CEO Bjørn Gulden announced the company would be selling a portion of the remaining inventory and donating some of the proceeds to social justice organizations.
The first batch of Adidas’ remaining Yeezys went on sale Wednesday. At this time, the sneakers appear to be available through Adidas’ app “Confirmed,” according to the retailer’s website. Part of the profits will be donated to organizations including the Anti-Defamation League and the Philonise & Keeta Floyd Institute for Social Change, Adidas says.
Wednesday’s release marks the first time that Adidas has sold Yeezys since the partnership termination in October. The Yeezy products up for sale will include already-existing designs as well as those that were initiated in 2022 and set to be released in 2023, Adidas previously noted.
“We believe (selling and donating these Yeezys) is the best solution as it respects the created designs and produced shoes, it works for our people, resolves an inventory problem, and will have a positive impact in our communities,” Gulden said in an May 19 statement.
At a May 11 annual shareholder meeting, Gulden explained the company made the decision to sell and donate Yeezys after speaking with nongovernmental organizations and groups that were harmed by Ye’s comments and actions.
Some details of Adidas’ plans are still unclear — including how many Yeezys will eventually go on sale and what portion of sales will be donated. The Associated Press reached out to Adidas for further information on Wednesday.
Cutting ties with Ye cost Adidas hundreds of millions of dollars — contributing to a loss of 600 million euros ($655 million) in sales for the last three months of 2022, which helped drive the company to a quarterly net loss of 513 million euros.
Adidas reported 400 million euros ($441 million) in lost sales at the start of 2023, the company announced earlier this month.
Net sales declined 1% in the first quarter, to 5.27 billion euros, the company said. It reported a net loss of 24 million euros, a plunge from a profit of 310 million euros in the same period a year ago.
Operating profit, which excludes some items like taxes, was down to 60 million euros from 437 million euros a year earlier.
Meanwhile, investors also filed a class-action lawsuit against Adidas in late April, alleging the company knew about offensive remarks and harmful behavior from Ye years before terminating its pact with him. Adidas has pushed back on the allegations.
A Manhattan federal judge has denied a request by Adidas for an emergency order re-freezing $75 million held by Kanye West’s Yeezy brand, rejecting the sneaker company’s concerns that the disputed money might disappear.
Days after Judge Valerie E. Caproni lifted a months-long freeze on Yeezy’s accounts, she refused on Tuesday (May 30) to impose a temporary restraining order that would have immediately locked up the money again. Adidas argued that it faced “irreparable harm” without such an order as Yeezy was nearing insolvency, but the judge was unswayed.
“It is hereby ordered that … Adidas’s motion for a TRO is denied,” Judge Caproni wrote in her order, which was obtained by Billboard.
While still a loss for Adidas, Tuesday’s ruling only denied the emergency motion; Adidas can still win a more conventional order in the coming days reimposing an asset freeze on Yeezy. Both sides are due to file briefs on that request by Thursday.
Neither side immediately returned requests for comment.
Adidas, which operated a lucrative sneaker partnership with West for nearly a decade, was one of many companies to terminate its relationship with the embattled rapper (sometimes known as Ye) last fall in the wake of his antisemitic statements and other erratic behavior.
Shortly after the split, Adidas secretly filed a case in federal court to freeze $75 million in Yeezy assets. Adidas believes West’s company is contractually required to return the funds and has filed a private arbitration case to recover them. The company sought the court order to ensure that the money was not moved while those proceedings play out.
Newly-unsealed court records show that Judge Caproni quickly granted the asset freeze in November. But last week, after Yeezy’s attorneys challenged the order, she lifted it — ruling that Adidas had run afoul of procedural requirements and “deprived” Yeezy of a fair chance to fight back.
Just hours after that decision was issued, lawyers for Adidas filed their emergency request to re-freeze the assets. They argued that Yeezy currently holds $75 million “to which it has no legal right,” and warned that a court order was needed to maintain the status quo.
“Yeezy is likely to comingle the funds with an unknown balance of funds in its possession at other financial institutions, such that it would be more difficult if not impracticable to audit those accounts and determine which monies are owned by Adidas,” lawyers for Adidas wrote. “In addition, Ye faces a clear risk of insolvency, giving rise to a risk of irreparable harm.”
Tuesday’s ruling rejecting that motion came after a live hearing in Judge Caproni’s courtroom. According to a report by Bloomberg, the judge said during the hearing that while Adidas would likely win its arbitration case against Yeezy, it had not met the difficult legal requirements for a temporary restraining order. Among other things, the judge reportedly said that Adidas had offered only “tabloid speculation” about Yeezy’s risk of insolvency.
The newly-revealed litigation with Yeezy is just one piece of a messy breakup for Adidas. The split contributed to a loss of $655 million in sales for the last three months of 2022, helping drive the company to a quarterly net loss of 513 million euros ($540 million). Last month, CEO Bjorn Gulden said the company would begin selling $1.3 billion worth of unsold Yeezys, but would “donate money to the organizations that help us and were harmed by what Ye said.”
Adidas secretly filed a legal action last year in federal court that successfully froze $75 million in bank accounts held by Kanye West’s Yeezy brand after their high-profile split, newly unsealed court documents show.
Federal court records obtained by Billboard show that the case was filed on Nov. 11, just weeks after the German sneaker giant publicly terminated its relationship with the embattled rapper (sometimes known as Ye) in the wake of his antisemitic statements and other erratic behavior.
Adidas filed the case to ensure such funds were not transferred out of Yeezy’s bank accounts while the two companies litigated their business divorce via private arbitration. And a federal judge quickly granted the company’s request for such an “attachment” order on a so-called ex parte basis — meaning the judge issued the freeze without giving Yeezy a chance to make counter-arguments.
“Petitioner has demonstrated that it has satisfied the grounds for an ex parte attachment because the court is satisfied that there is a risk that Yeezy will remove or dissipate assets if notice of this request for attachment is given to Yeezy,” Judge Valerie E. Caproni wrote in her Nov. 11 order freezing the money.
The existence of the litigation was first reported Wednesday evening (May 24) by the legal news outlet Law360.
The newly-revealed litigation with Yeezy is just one piece of a messy breakup for Adidas. With the company sitting on $1.3 billion worth of unsold Yeezys, CEO Bjorn Gulden announced earlier this month that Adidas would begin selling them, but would “donate money to the organizations that help us and were harmed by what Ye said.”
While West himself had previously disclosed that Adidas filed a federal case to freeze assets — he claimed in a November video that the company had “put a $75 million hold” on his bank accounts — the actual existence of the case could not be independently confirmed because it was filed “under seal,” meaning it was not made public like normal legal filings.
But last week, the case and its key documents were unsealed, thanks to another ruling earlier in the month by Judge Caproni. Referencing West’s own comments disclosing the case, the judge said the desire of both sides for “confidentiality” was now outweighed by the public right to access court records.
“Notably, the attachment itself is no longer confidential as Ye discussed Adidas’s decision to ‘freeze’ his accounts in a public interview, and accordingly, no confidentiality interest exists as to the existence of the attachment order,” Judge Caproni wrote on May 9. “The court further finds that any trade secrets or sensitive business information may adequately be protected through redaction.”
Now, the newly-unsealed court docket shows that lawyers for Adidas and Yeezy are currently sparring over whether the asset freeze should remain in place going forward.
In an April filing, Yeezy’s lawyers urged Judge Caproni to undo the freeze, arguing that Adidas had “failed to show that it was ever entitled to such an order in the first place.” Yeezy’s lawyers said Adidas had made procedural errors in securing the order and had not provided enough proof that it needed the freeze to remain in place.
“Adidas has offered no evidence that Yeezy is currently insolvent or that it has made any effort to conceal its assets or put them beyond Adidas’s reach in the event Adidas obtains an arbitral award against Yeezy,” attorney Peter D. Hawkes wrote for the brand. “Nor has Adidas offered anything more than speculation that, in the absence of attachment, collection of any arbitral award would be more challenging.”
Adidas strongly disagrees. In its own brief filed in early May, the company argued that West had demonstrated a “pattern of volatile behavior” and was in “severe financial stress,” imperiling Adidas’s ability to recover the funds the company believes it will win in the pending arbitration battle.
“There is every indication that if released, Yeezy will spend them, misusing Adidas’s property and rendering an award against them ineffectual,” the company wrote.
Adidas also warned that, if the $75 million is released, West’s conduct had severely harmed his own ability to earn it back in other ways. The company rattled off a list of alleged incidents, including West “stating his admiration of Hitler” and “suggesting that Jewish people ‘are used by the Chinese’ to control Black people.”
“Ye [has] further diminished the value of his endorsement and commercial opportunities by continuing to make racist and incendiary statements,” Adidas’s lawyers wrote.
A lawyer for Yeezy did not return requests for comment on Thursday. A spokesman for Adidas declined to comment.