Adidas has decided not to go ahead with the planned November releases of their Yeezy sneakers

Adidas Yeezy Boost 350 V2 ‘Zyon’ from 2020 seen on a bus commuter. File photo: AB Tan for SOTD

Just as you thought things were going swimmingly for Adidas getting rid of their unending supply of Yeezys since May, Kanye West’s ex-collaborator has announced that they are pausing the release of Boost 350 and company this month. According to media reports quoting a memo circulated within Adidas, the Three Stripes states that “as a brand we will not do a new drop for the remainder of the year both for our internal e-com and retail as well as wholesale,” They did not provide a reason for their decision. “We will not be shipping out any new stock, this direction was given at the board level.” This decision surprised many sneakerheads. Adidas has done really well putting Yeezy back in the market, and had in the early re-launch “received more than €508mn (or about S$750 million) for 4mn pairs of trainers”, according to press reports.

Although Adidas did not explain why they decided to hold back those still-in-demand sneakers through 2023, speculation quickly fell on the on-going war in the Middle East. And that, given how fresh in people’s minds Mr West’s antisemitic remarks from last year still are, the continued sales of Yeezys would be inappropriate, or insensitive. But pausing sales, to some, is not tantamount to denouncement of prejudicial and hostile utterances. Adidas’s quick decision came two weeks after the war, but it is still faster than their plan to end ties with Kanye West. With no more Yeezy to offer for the rest of the year, it is possible that Adidas will not be able to alleviate the financial pressures of not getting rid of their Yeezy stocks that they had initially expected. At this time when the war is expected to be protracted, it is unknown when the gradual release of Yeezys will resume. Or how the no-stock will impact resellers.

Illustration: Just So