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Adidas May Continue the Yeezy Brand, Just Without Kanye West


When Adidas ended its relationship with Kanye West In the face of his widespread anti-Semitism, the company did one thing clear: they will “cease production of Yeezy-branded products and cease all payments to Ye and his companies”, giving an ending for “The Adidas Yeezy business had an immediate effect.”

But due to the strange wording in the rest of Adidas Announcement, there is a possibility that Adidas may still change the brand on Yeezy design, and sell them without West’s involvement or trademarks. Adidas partnership with West generated $1.7 billion in 2021: almost 7% company’s annual revenue.

With the loss of his stake in the Adidas deal, valued at $1.5 billion by Forbes, West’s net worth drops to 400 million dollars this week.

“Adidas is the sole owner of all design rights to the existing products as well as the previous and new colorways in the partnership,” Adidas said in a statement announcing its parting with West. continue.

“Adidas has the rights to existing Yeezy product designs and may sell these designs using the Adidas brand (not the Yeezy brand) upon termination of the partnership with Yeezy, which Adidas intends to do. plan to implement… they believe they can limit revenue loss through this strategy,” said Royal Bank of Canada analyst Piral Dadhania. told Luck.

How does it happen that West does not hold the copyright to Yeezy’s design? West told Forbes in 2019, “West still owns 100% of Yeezy“But the agreement is now terminated between Adidas and Yeezypreviously set to expire in 2026, granted the West creative control over designs, which did not necessarily translate to ownership of the designs; Adidas AG is responsible for the distribution and production of shoes.

That deal was brokered with the help of West’s former manager Scooter Braun, who set the rapper up in a deal with Adidas. according to Forbes.

As West’s biggest rival in pop music, Taylor Swiftcan tell him if he asks: be careful when entering into any transaction Scooter Braun related to.

Follow arrive LuckMascotte Holdings Inc., West’s company, is said to have a list of 160 applications and trademarks related to the Yeezy brand, but Adidas owns the design rights to most of the Yeezy shoes.

Now that the contract between West and Adidas has been broken, Yeezy fans are looking to profit from and flood the remaining Yeezy designs that still carry the Yeezy brand: according to the online sneaker trading platform Tradeblock, there has been a 2.5% increase in Yeezy trade activity in the last 24 hours, and about 10% of users add Yeezy to their favorites list.

According to Tradeblock, the Yeezy Foam Runner ‘Onyx’ shoe has gone from #33 to #7 on the platform’s most-traded shoes ranking after news of Adidas’ termination was announced.

How West intends to move forward with his juggernaut shoe brand is a mystery, but he can rule out a partnership with Skechers, the headquarters he has attempted. beggar in a hurry on wednesday.

“Kanye West – also known as Ye – arrived unannounced and uninvited at one of Skechers’ corporate offices in Los Angeles,” a Skechers spokesperson told The Daily Beast in a statement. “Given that Ye was involved in unauthorized filming, two Skechers executives escorted him and his team from the building after a brief conversation. Skechers did not consider and have no intention of working with West. We condemn his recent divisive remarks and do not tolerate anti-Semitism or any other form of hate speech. The company would like to emphasize once again that West showed up unannounced and uninvited to Skechers corporate offices.”

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