The company broke with the artist after anti-Semitic speeches; The Yeezy line generated nearly $2 billion in revenue annually
A adidas is having difficulty deciding what to do with the sneaker stock of the Kanye Westrevealed an article published this Monday, 27, by The Washington Post.
The brand has terminated the contract with the rapper after several controversies, including anti-Semitic jokes, demonstrating affinity for Adolf Hitler and spreading hate speech.
The artist’s partnership with the company began in 2013 and has generated nearly $2 billion in revenue annually, according to Wedbush analyst Tom Nikic.
The publication pointed out that Adidas could lose between 300 and 500 million dollars if it does not sell products from the Yeezy line, which range between 200 and 600 dollars (about R$3,117).
Sources stressed that Adidas’ decision could take months, as any move could face ethical and financial constraints, but that options range from selling sneakers at a discount and without the label to burning existing products.
According to Columbia University professor Mark Cohen, another alternative would be to distribute goods through department stores or sell them by the kilo to a middleman who could distribute them to retailers in developing countries.
The expert told the The Washington Post who believes that, one way or another, Yeezy stock will find its way to the consumer public: “These high-value Kanye West sneakers are going to end up on people’s feet – maybe people who value Kanye’s association or [pessoas] who doesn’t care; they just want new, clean, modern shoes.”
*Intern under the supervision of Charlise Morais
Source: Terra
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