Adidas has made a decision regarding one part of the turmoil that came with severing ties with Kanye West.
According to BBC, the company has decided to sell some of the remaining merchandise from the rapper’s Yeezy line instead of donating it as they fear it could reach the market indirectly due to resellers.
Adidas' Next Move
“What we are trying to do now over time is to sell some of this merchandise… burning the goods would not be a solution,” Adidas CEO Bjoern Gulden said.
Cutting Ties With Kanye West
As previously reported by AfroTech, Adidas admits that it has been a bumpy year following its choice to end its relationship with West in response to his antisemitic remarks.
“Adidas does not tolerate antisemitism and any other sort of hate speech,” the company said in a statement at the time. “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.”
As a result of the decision, the German sportswear company shared the move is “hurting” its business and disclosed that North American sales were down 20% as a result.
Looking Ahead To The Future
Now, Adidas is prepared to let go of the Yeezy shoes that it currently has sitting in storage, BBC reports. The outlet revealed the amount of merchandise the brand aims to get rid of is worth an estimated $1.3 billion.
Despite its decision to sell the footwear, West could still have the potential to profit from the sales under the terms of their previous partnership.
What’s more, Adidas is also fighting against investors who have brought a lawsuit against the company with claims that Adidas knew about West’s problematic behavior years prior to the end of their contract.
Given the recent news, it seems the company is focusing on solving one problem at a time.
Meanwhile, BBC reports Adidas will “donate some of the proceeds” from the Yeezy merchandise sales to charity.