Adidas to bring back sales of controversial Kanye West sneakers
Adidas has announced that it will begin selling controversial Yeezy sneakers again later this month. Kanye West may be a subject of cancel culture, but his Yeezy sneakers are getting new life.
Adidas plans to start selling off its inventory of the controversial kicks later this month.
Adidas announced proceeds from the leftover Yeezy stockpile, estimated to be worth over $1 billion, will be donated to various anti-racism organizations.
Adidas CEO Bjorn Gulden announced that its decision to unload the Yeezy inventory was made after “careful consideration.”
“Selling and donating was the preferred option among all organizations and stakeholders we spoke to,” said Gulden in a statement Friday. “There is no place in sport or society for hate of any kind and we remain committed to fighting against it.”
Adidas identified organizations that would receive the proceeds, including the Anti-Defamation League and the Philonise & Keeta Floyd Institute for Social Change, run by Philonise Floyd, the brother of George Floyd.
Yeezy products were initially taken off the shelves in October 2022, when Adidas ended its partnership with Ye, formerly known as Kanye West, after the artist made antisemitic comments on social media and in several interviews.
The German sportswear company stated that the items released will consist of existing designs along with designs that were being developed in 2022.
At Adidas’ recent shareholders meeting, Gulden shared that the company had waited months to find the best course of action with the products.
Ultimately, the company determined that using the stockpiled shoes to provide financial aid to non-profits affected by Ye’s comments outweighed the benefits of simply destroying them.