We finally have the latest news! Adidas broke its silence about the remaining Yeezy stock and their fate. You see, in 2023, we got a couple of batches of Yeezys and people got copping! However, we were expecting a third wave that got canceled. But now, the tides changed, and Adidas will bring back Yeezys in 2024! Let’s take a look at what went down that led to this new decision. So, open your minds, and get ready to find out the ins and outs of the story, shall we?
Adidas, Yeezys, and Finances.
So, our story starts with Adidas’ 2023 full financial report. According to that report, the company got profits and revenues that surpassed their expectations in the fourth quarter. This profit was thanks to the decision to not write off the Yeezy inventory that remains. The brand’s revenues reached €268 million. That’s €368 million higher than Adidas’ anticipation which was an operation loss of €100 million.
A Change of Heart Perhaps?
You see, in August of last year, Adidas denied that it was gonna sell the rest of their Yeezy stock. However, the brand seemed to have a change of heart when it came to Kanye’s babies. In addition to that, it seems like the current CEO, Bjørn Gulden, has a soft-ish spot for Ye. In September 2023, he kinda defended Ye and discussed the antisemitic tweets that led to the end of the partnership. According to Gulden, these comments were “very unfortunate” because he didn’t think that Ye meant what he said. In addition to that, he said that Kanye isn’t a bad person, and that “it came across that way”.
And after this, 2024 rolled around and Adidas made the announcement that more Yeezys are on the way. In fact, they expect that Yeezys alone will generate about €250 million in profit. However, the brand added that Adidas will sell its remaining inventory in 2024 for “at least the cost price.” So whether that means that they’ll retail for less than usual remains to be seen. Now, if you’re a fan and already have the kicks in mind, we have just the thing for you!
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