Adidas announced their decision to officially sever their collaboration with Kanye West on October 26. Although there was a feeling that Adidas would not act, many people anticipated this decision. However, they have ultimately taken Yeezy out of their umbrella and are making sure that all Yeezys are withdrawn from retailers.
Ye didn’t anticipate Adidas to pull a quick one, but he still wanted to distance himself from them. Except for the Adidas Yeezy Foam Runner, Adidas is reportedly claiming ownership of all Yeezy designs. This implies that Kanye is unable to independently market his earlier silhouettes.
Interestingly, Adidas is also considering reissuing older Yeezy styles sans the Yeezy logo. Adidas should not have been surprised to try to keep some of their consumer base with similar products because they are aware that Yeezy is a cash cow. Naturally, sneakerheads and Kanye himself will critique this strategy. One can only speculate about the probable legal conflict that this will ultimately lead to.
Just hours after Adidas officially dissolved their deal with the contentious star, Foot Locker and Gap made the bold choice to cut ties with Kanye. Customers put a lot of pressure on the business to cut ties with Ye’ because of his “dangerous rhetoric” and “hate speech.” Adidas issued a statement saying, “Adidas does not tolerate antisemitism and any other sort of hate speech.”