What do you do with $500 million worth of unsold Yeezys? Adidas faces a burning question after ending its collaboration with Kanye West. 🤔
his billionaire status.) At first, officials at the brand thought they could rebrand the Yeezy shoes and sell them at a discount. But that strategy might not be viable, and Adidas more recently said that it could be looking at major losses.
This month, the company announced that it could lose as much as $1.3 billion in revenue and $530 million in operating profit if it can’t find a new use for the Yeezys. “What makes this so dramatic is how big it is,” the analyst Tom Nikic told theAt this point, Adidas has several options for what to do with the shoes, but none of them are all that appealing. It could sell them at a discount and without the label, like “zombie Yeezys,” as Nikic called them.
A more unsavory choice would be destroying the shoes altogether, by burning them. The practice isn’t uncommon in the fashion industry, and brands including Burberry and Louis Vuitton have intentionally destroyed products in the past. But that comes with loads of negative attention, given the ethical and environmental questions involved in setting millions of dollars’ worth of goods on fire for no real reason.
in Turkey and Syria. While that would certainly lend the company some goodwill in the eyes of the public, it still wouldn’t help with the financial issues, meaning even that is a losing prospect for Adidas.
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