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(54,448 posts) Sat Mar 4, 2023, 02:08 AM Mar 2023

Everything We Know About Ye And Adidas' New Agreement

Weeks after it was announced that adidas’ revenue would take a $1.29 billion hit in 2023 and following the end of the Yeezy partnership in 2022, rumours suggest that Ye may be returning to Team Trefoil. Here’s what we know...

https://www.sneakerfreaker.com/features/kanye-west-adidas-agreement-2023

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Why They (Could Be) Reuniting

Although rumours alleging that Kanye West and adidas could be in talks about a new agreement began circling the internet around February 20, it’s unclear where they actually started. Currently, multiple sources state that a new contract has allegedly been signed, suggesting Ye would help adidas sell the remaining $500 million worth of Yeezy stock. Although, from what we can tell, once all products have been sold, the contract will once again be put to bed.

There are two sides to this contract coin. On adidas’ end, they have a billion dollars burning a hole in their pocket, and the worrying revenue figures could impede the brand’s growth. Producing footwear is a costly task, both timely and financially, so this large amount of excess and unsold product undoubtedly means some execs will feel the pressure. Money talks, and with other aspects of their business also struggling, re-signing Ye could be a safe option, financially speaking. Despite the rapper’s recent behaviour, his core fanbase seems to have stuck by his side.

Contrary to the aforementioned positives, it makes sense that adidas aren’t super interested in reneging on their word. In their termination press release, they said, ‘adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.’ Ultimately, a new partnership with Ye would go back on what the brand believes in, leaving them open to public scrutiny.

It’s clear Ye still wants to be in sneakers and fashion. But thanks to his most recent MO, he’s been all but exiled from the industry and left without a new business partner (if you remember, the rapper even rocked up to Skechers’ offices, only to be hastily escorted out). This deal has no downsides for Kanye, but a signed contract would surely show that, no matter what he says or does, he’s essentially untouchable. If the rumours are true, and adidas does re-sign ye, it’s a controversial decision that could end up paying off financially at the cost of the brand’s broader public image.

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