Adidas confirms it will continue using Yeezy designs apart from Kanye
Wednesday, November 9th Adidas confirmed they will continue to use Yeezy designs for the year 2023 during their third quarter earnings. Harm Ohlmeyer CFO at the corporation who will become interim CEO when Kasper Rorsted departs, stated the brand still legally has ownership of all IP, designs, and colorways involving Yeezy as a product.
YEEZY-Adidas and Kanye West made history with a transformative new partnership June 29, 2016 by coming together and creating one line. YEEZY is a branded entity that consists of footwear, apparel and accessories for all genders across street and sportswear.
Courtesy of YEEZY
Recognizing the influence, success as well brand recognition, the alliance made history, and had done so for the past 7 years. Forming their alliance the two brands redefined street wear with a mix between a non-athlete and an athletic brand. Their expertise and capabilities with the visionary imagination of Kanye West as creative director developed and created all YEEZY products alongside an Adidas team. The brands expanded retail stores that served distinct hubs for both West and Adidas to develop the YEEZY product.
Courtesy of YEEZY
They further extended their lifestyle focus , with the introduction of performance intended designs, consequently offering options for both sport and street. Their first product, YEEZY BOOST 750 set off a global sensation by all consumers, born of the collaboration between the two brands. Right after the YEEZY BOOST 350 went on to become one of the most sought-after and fastest selling sneakers to sell in retail history. It is undoubtedly true that the two brands coming together have made consumer history, but has unfortunately come to an end.
Courtesy of YEEZY
With Steven Smith being announced as head of Donda Industrial design earlier this year, the brand will not be able to incorporate any designs that line up with the Adidas Yeezy line despite the designer executing Ye’s vision in footwear for Yeezy X Adidas collaboration.With Adidas coming to a conclusion of terminating their contract with YEEZY curator Kanye West, West took action despite the sportswear brand letting go, and continues to move forward with a brand new look for the YEEZY. The brand focuses on a futuristic look which is slowly laying the foundation for a possible future trend for streetwear.
Courtesy of YEEZY
Upon this, it was revealed that Adidas will be cutting costs saving a sum of US $301 Million in 2023, which would have all been paid to Ye as well as Yeezy as form of royalties and marketing compensation. Although Adidas has all rights to the IP, designs as well as colorways, Ye still has full ownership of the brand name Yeezy which the company will most likely rebrand apart from Adidas.