The brand is 100 years old. Did Kanye help them recently with their popularity, yes for sure. But they are going to be ok in the long run. Second largest sporting brand in the world and a value of 15 Billion.
They were struggling before Ye showed up.
Nike's been kicking adidas' ass for years. They literally credited him with bringing the brand back to life. Which is exactly what he did. They couldn't sell sh*t away from the Heritage side of the building before he got there. Their valuation went crazy
after he got there. I worked for adidas for a couple of years in corporate as a PM. They were broke as a f*cking joke. No bread for campaigns, people leaving due to low salaries, etc. They couldn't compete with the other brands.
When Ye got there, they're magically renovating the offices, the teams are being paid much more than ever before, athletes are interested in doing deals again, the whole sh*t. They owe that dude way more respect for making them relevant again.