adidas is reportedly going to put new Yeezy's on sale

After the success of last May's Yeezy drop, adidas is reportedly planning a second and final release of Kanye West's signature sneakers (who may release a new album in the meantime). According to several sources, the German company is in fact ready to put on sale a new stock of some of the most iconic models of the collabo, from the Yeezy 350 v2 to the Slides, in what will most likely be the last chance to buy a pair at retail price. Unlike last May, when the sale was solely through the CONFIRMED app, this time the releases are expected to be staggered throughout the entire month of August through retailers such as Foot Locker. Although adidas has not yet confirmed the news, the company had previously stated that it was ready to sell "some of the remaining inventory of adidas YEEZY products". At the same time, many stores had begun to fence several stocks of sneakers.

adidas' decision to put the Yeezys back on sale comes after a complicated time for the company. Since adidas confirmed the termination of its partnership with West, the company's overall revenue has dropped precipitously. In the first quarter of this year, it lost 1 percent of revenue, or 5.2 billion euros, to report a further loss of more than 5 billion euros. According to Gulden, if it were not for Yeezy the first quarter sales growth could have been +9%. Despite the demand for Kanye West's sneakers soaring, one of the options evaluated by adidas before the charity sale was to burn all Yeezy material, an idea soon discarded because, as Gulden explained, it would have created a "sustainability problem."

The return of the Yeezys to the market is the work of adidas CEO Bjørn Gulden, who in order to get rid of the vast amount of pieces in stock - worth a total of 1.2 billion euros - has decided to donate a portion of the profits to charity to organizations such as the Anti-Defamation League and the Philonise & Keeta Floyd Institute for Social Change. Kanye West, despite no longer heading the brand's creative direction, will get 15 percent of the commissions on each of the releases. According to estimates, Yeezy's first drop sold more than 680 thousand pairs of sneakers, totaling more than $170 million, which for West should therefore have fruited more than $25 million. But how much did Kanye earn from the first drop?

In May, adidas finally decided to put Yeezy products on sale that had been on hold since last October, when the company terminated its contract with the brand's founder, Kanye West. The decision had come after the German company decided to suspend its partnership with the rapper following his anti-Semitic statements, the same ones that had cost West partnerships with Balenciaga and Gap. After the breakup of the agreement with the Kering brand, West had stated that he intended to pursue it on his own, customizing some Balenciaga garments with the words "Kanye 2024." The project was not long-lived and Kanye ended up selling the garments in a charity sale. Kanye West later held a top-secret show to present his new Yeezy collection, Season 10, although there are currently no details on whether the garments will be sold.