They Will Be Sold

Adidas said they will sell the Yeezys they have in stock. But do sneakerheads really want the tainted shoes now?

Stuck with a mountain of Yeezys, Adidas decides to retail them after all. The Financial Times reported that a portion of the proceeds (not its entirety) will be donated to still-to-be-named charities. According to earlier reports, Adidas is saddled with €1.2 billion (or about S$1.75 billion) worth of Yeezy shoes that brought down operating profits by €500 million. How many pairs that amounts to is not known. The Three Stripes did consider other options, including destroying the kicks, but did not find that to work to their advantage. Chief executive officer Björn Gulden was quoted telling investors at the brand’s annual meeting earlier today that “burning several million pairs does not make sense.” They decided to “try to sell parts of the product”. Did he mean that they won’t be selling the shoes intact?

It is not known if investors who are demanding that Adidas reveal the findings of the company’s investigations into Kanye West’s behavior are pleased with this decision. Last month, news emerged that investors took up a class action lawsuit against Adidas, asserting that the latter was aware of the risk that came with the collaboration even before Mr West’s string of anti-Semitic comments made through social media and press interviews in 2022. If Yeezys were to be sold whole, would there be a rush for them? A quick search for Yeezys at Stadium Goods showed a impressive 400 results, with prices that did not seem to have dipped. It is not clear if the sneakers—and slides—have been moving as quickly as before. With more kicks to be released by Adidas, would consumer interest be dramatically aroused? Or, has the recent Yeezy show—a cultish display of immense strangeness—put a damper on the ardour for the brand?

The exact release date of Yeezy X Adidas is unknown. Illustration: Just So