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adidas CEO Says Using Yeezy Designs "Is not Part of Our Strategy" in the Future

Following reports from adidas’ Q2 earnings call stating that the recent Yeezy Day accounted for a staggering 85% of adidas' profits for the second quarter, CEO Bjørn Gulden made it clear that the company will not be leaning on Yeezy designs in the future.

“The Yeezy product is something that he created, he’s the inventor of it and we have been his partner. To take his designs and sell them off later, which we technically legally could do, is not part of our strategy,” Gulden said during the call. "Our task now is to limit the damage, get rid of the inventory, use the proceeds to good … and build a business later without Yeezy.”

While these statements make it seem that adidas will not sell Yeezy designs without the “Yeezy” connection in the future, this does not mean that adidas could revive these sneakers down the line.

This goes against a quote from CFO Harm Ohlmeyer in November 2022 in which he stated, “I can confirm that adidas is the sole owner of all design rights registered to existing product, as well as previous and new colorways under the partnership, and we intend to make use of these rights as early as 2023.”

The initial wave of Yeezy product released in May/June represented about 20-25% of the remaining stockpile, which means many items are still waiting to hit the market. As adidas is in the midst of its latest offloading of Yeezy merchandise, we're likely witnessing the final chapters for designs such as the Yeezy Boost 350 V2, Yeezy Slide, and Yeezy Foam RNNR.

Keep it locked to our Twitter and the Sole Retriever mobile app to stay updated on all things adidas Yeezy and more in the sneaker and streetwear world.

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