Adidas to Continue Selling Yeezys Under a New Name Beginning Next Year

Adidas to Continue Selling Yeezys Under a New Name Beginning Next Year

After weeks of speculation regarding what will happen with the Yeezy brand now that Adidas has cut ties with Kanye West, it has been revealed how the company will move forward with the shoe collection.

On Wednesday, Adidas announced that the Yeezy designs would remain in production but under a different name. The revelation came forward during a quarterly earnings call. Adidas Chief Financial Officer Harm Ohlmeyer made it clear that the athletic company owns the designs and plans to “make use” of them in 2023. The only exception is the Yeezy slides, which Ye owns the patent for.

In other words, popular styles such as the Yeezy Foam Runner and Yeezy Boost 700 will likely still be available for purchase without Ye’s signature moniker on them. It remains unclear if the colorways will get a price decrease with their new name or what that new name will actually be.

During that call, Adidas revealed the extent of the losses they’d suffered due to the partnership coming to an end. Half a billion dollars in revenue is the amount the company is expecting to lose, having already lost $247 million this year alone.

Selling designs that he helped create will not sit well with Ye, who had previously expressed his disdain with Adidas for making other styles that resembled his signature shoe. Before his antisemitic comments pushed him out of their longstanding partnership, Ye was already unhappy and looking to end their deal.

As of now, the Grammy-award-winning music producer and fashion mogul has remained silent regarding this latest development in his Yeezy saga.

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