Yeezy’s accounted for around 8% of sales. They made Adidas cool to the sneaker heads, and younger generation, but they accounted for a very small slice of the pie.
I wish y’all took the time to read the articles posted so the rest of us don’t have to spend time correcting ignorance.
That Ye’s deal only accounted for 8% doesn’t dispute my original contention that severing this relationship will hurt Adidas. You’re ignoring the synergistic effect the popularity of Yeezys had on the brand and its value in the eyes of fashion heads.
Adidas began working with other streetwear and high end fashion staples (GUCCI, Undercover, Carhartt, etc.), along with celebrities like Beyonce and Pharrell.
Adidas never had that kind of social cachet until its work with Ye took hold. With Ye gone, can it retain the same footing in the streetwear market?