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Adidas' first Yeezy release after parting ways with Ye, formerly Kanye West, generated $437 million, far exceeding projected profits. The company plans to responsibly sell the remaining inventory and donate a portion of proceeds to anti-hate organizations amidst endorsements from Jewish civic leaders.
The initial batch, which sold out, propelled the company to an operating profit of 176 million euros in the second quarter, surpassing its original expectations; a second sale has already begun.
After severing ties with the rapper due to his offensive comments, Adidas CEO Bjørn Gulden emphasized carefully selling the remaining Yeezy inventory.
This approach is more favorable than disposal, enabling significant donations to organizations such as the Anti-Defamation League, the Philonise & Keeta Floyd Institute for Social Change, and Robert Kraft's Foundation to Combat Antisemitism. Adidas has already contributed 10 million euros and plans to donate an additional 100 million euros, with the potential for further donations based on future sales performance, according to Chief Financial Officer Harm Ohlmeyer.
While Jewish civic leaders contacted by The Associated Press expressed their support for Adidas' plan to contribute to anti-hate organizations, they said they were unlikely to purchase Yeezys. Nonetheless, they appreciated the company's efforts to make the best of a challenging situation.
The Adidas CEO noted that the Yeezy sales positively impact cash flow and enhance overall financial stability. The first sale successfully disposed of approximately 20% to 25% of the Yeezy sneakers previously held in warehouses, contributing 150 million euros to Adidas' operating earnings during the April-to-June quarter.
Ohlmeyer cautioned that the Yeezy contribution was lower than anticipated due to excluding certain costs from that figure. Furthermore, Adidas warned that while the first sale featured high-priced shoes that sold out completely, it remains uncertain whether subsequent releases will attain similar demand and price levels.
The rupture in the partnership with Ye placed Adidas in a challenging position due to the widespread popularity surrounding Yeezys. However, the company takes deliberate steps to handle the situation responsibly and supports anti-hate causes.
Photo: Daniel Chen/Unsplash
