
<h2 class="wp-block-heading" id="h-topline">TOPLINE</h2>



<p>Adidas is considering writing off its remaining inventory of Yeezy merchandise, valued at $320 million by the company, chief executive Bjorn Gulden said Wednesday—as the German footwear firm separates from the brand designed by Kanye West, who lost his partnership with Adidas following a string of antisemitic remarks.</p>



<h2 class="wp-block-heading">KEY FACTS</h2>



<p>Gulden said Wednesday that a scenario in which the company writes off its Yeezy inventory is “financially the worst case,” according to the&nbsp;<a href="https://apnews.com/article/adidas-ye-kanye-west-antisemitism-df2df5a6489beba1a23ffefa6acc98c3" target="_blank" rel="noreferrer noopener">Associated Press</a>.</p>



<p>The company has sold hundreds of millions of dollars’ worth of leftover Yeezy shoes, and Gulden reportedly said “we of course hope we can do more drops next year and we can get more value out of it and donate the proceeds,” but no decision has been made.</p>



<p>Gulden also said the company had stored its Yeezy inventory in several locations and declined to say what the company would do if the inventory remained unsold.</p>



<p>Adidas included a possible write-off of the Yeezy inventory in its&nbsp;<a href="https://www.adidas-group.com/en/media/news-archive/press-releases/2023/adidas-reports-revenue-increase-in-the-third-quarter-underlying-b/" target="_blank" rel="noreferrer noopener">outlook</a>&nbsp;Wednesday for its earnings this year, suggesting in its full-year guidance that it expects about $106 million in operating losses this year after a previous prediction of a $481 million loss.</p>



<p>Shares for&nbsp;<a href="https://finance.yahoo.com/quote/ADDYY" target="_blank" rel="noreferrer noopener">Adidas</a>&nbsp;fell slightly (2%) to $90.46 after the company released its third-quarter earnings&nbsp;<a href="https://www.adidas-group.com/en/media/news-archive/press-releases/2023/adidas-reports-revenue-increase-in-the-third-quarter-underlying-b/" target="_blank" rel="noreferrer noopener">report</a>.</p>



<p>Adidas reported a 6% increase in footwear revenue year-over-year and a 6% decline in apparel sales, while the company’s revenue declined 6% to $6.4 billion.</p>



<h2 class="wp-block-heading">BIG NUMBER</h2>



<p>$374.7 million. That’s how much revenue Adidas generated from Yeezy sales through the third quarter. Yeezy merchandise generated about <a href="https://www.forbes.com/sites/siladityaray/2023/08/03/adidas-sold-437-million-worth-of-yeezys-in-second-quarter-of-2023/?sh=36ab3bd526f4">$437 million</a> in revenue in the second quarter, which Adidas said was in line with Yeezy sales during the same quarter last year. The company generated $1.28 billion from Yeezy sales through all of last year.</p>



<h2 class="wp-block-heading">KEY BACKGROUND</h2>



<p>Adidas ended its partnership with West last year after the rapper made a series of antisemitic comments on social media. The company announced earlier this year it would start selling some of its remaining Yeezy inventory—valued then at $1.28 billion—and donate a “significant amount” of sales to organizations combating racism and antisemitism. Adidas&nbsp;<a href="https://www.forbes.com/sites/siladityaray/2023/08/03/adidas-sold-437-million-worth-of-yeezys-in-second-quarter-of-2023/?sh=1f97832526f4">previously</a>&nbsp;explored a write-off of its remaining Yeezy inventory in August, which the sportswear firm estimated the write-off would cost the company an additional $437 million. Adidas similarly estimated its “discontinuation of the regular Yeezy business” cost the company about $437 million in the first half of 2023. A write-off would reduce the value of the brand in Adidas’s financial statements.</p>



<h2 class="wp-block-heading">FURTHER READING</h2>



<p><a href="https://www.forbes.com/sites/antoniopequenoiv/2023/10/17/adidas-cuts-projected-losses-by-over-300-million-after-selling-yeezy-shoes/?sh=1e34b8baab0a">Adidas Cuts Projected Losses By Over $300 Million After Selling Yeezy Shoes</a>&nbsp;(<em>Forbes</em>)</p>


Street Style – Paris Fashion Week – Menswear Spring/Summer 2024 : Day Six

Adidas Could Write Off Value Of Unsold Yeezy Inventory—Worth $320 Million


<h2 class="wp-block-heading" id="h-topline">TOPLINE</h2>



<p>Adidas CEO Bjorn Gulden <a href="https://youtu.be/YdWtvbkSJlY?feature=shared&amp;t=876" target="_blank" rel="noreferrer noopener">said</a> in a recent podcast interview that he doesn’t think rapper Ye, formerly known as Kanye West, “meant what he said” about Jewish people last year, adding he doesn’t think Ye is “a bad person, it just came across that way.”</p>



<h3 class="wp-block-heading" id="h-key-facts">KEY FACTS</h3>



<p>When asked about what happened with Adidas and Ye on&nbsp;<em>In Good Company</em>, a podcast from Norges Bank Investment Management, Gulden recognized the artist made some statements that weren’t “that good,” leading Adidas to break the contract.</p>



<p>But Gulden, who was not yet&nbsp;<a href="https://www.adidas-group.com/en/media/news-archive/press-releases/2022/bjorn-gulden-become-ceo-adidas-ag/#:~:text=The%20Supervisory%20Board%20of%20adidas,and%20CEO%20of%20adidas%20AG." target="_blank" rel="noreferrer noopener">leading</a>&nbsp;the company at the time of the controversy, also offered praise for Ye, saying he’s “one of the most creative people in the world, both in music and … street culture.”</p>



<p>Gulden called the Yeezy shoe line one of the “most successful collabs” in history; it cost Adidas $440 million in sales in the first quarter of this year alone to discontinue the Yeezy line,&nbsp;<a href="https://www.adidas-group.com/en/media/news-archive/press-releases/2023/adidas-reports-revenues-on-prior-year-level-in-the-first-quarter/" target="_blank" rel="noreferrer noopener">according</a>&nbsp;to the sportswear company.</p>



<h2 class="wp-block-heading" id="h-key-background">KEY BACKGROUND</h2>



<p>Last October, Ye spouted antisemitic comments, conspiracy theories and criticized Black Lives Matter in a number of interviews and public appearances, leading to broken business relationships, his&nbsp;<a href="https://www.forbes.com/sites/brianbushard/2022/10/08/musk-welcomes-kanye-west-back-to-twitter-after-hes-blocked-by-instagram-over-apparent-antisemitic-post/?sh=7ee386ca50da">removal</a>&nbsp;from social media platforms and widespread criticism. At the start of the month, Ye had models at his fashion show in Paris wear “White Lives Matter” shirts, a term that’s associated with a neo-Nazi group. Just days later, he took to X—formerly known as Twitter—to claim he was going to go “death con 3 on Jewish people.” He said it wasn’t antisemitic for him to tweet that because “black people are actually Jew also,” and his account was&nbsp;<a href="https://www.forbes.com/sites/carlieporterfield/2022/10/09/twitter-deletes-kanye-west-post-about-jewish-people/?sh=f9375e1302f7">locked</a>. Ye also repeatedly made comments that the Anti-Defamation League said use “age-old anti-Semitic myths about Jewish greed and power and control of the entertainment industry.” Ye said he didn’t regret his remarks, but did apologize for the “death con 3” comment on&nbsp;<em>Piers Morgan Uncensored</em>. In November, NBC News&nbsp;<a href="https://www.nbcnews.com/news/us-news/kanye-west-ye-settlement-anti-semitic-jewish-hitler-nazis-allegations-rcna54485" target="_blank" rel="noreferrer noopener">reported</a>&nbsp;people who previously worked with Ye said he made several pro-Hitler and pro-Nazi remarks as far back as 2018. In addition to Adidas, Gap, Balenciaga, Vogue and JP Morgan Chase all&nbsp;<a href="https://www.businessinsider.com/kanye-west-companies-cutting-ties-adidas-gap-balenciaga-vogue-tweet-2022-10" target="_blank" rel="noreferrer noopener">broke ties</a>&nbsp;with the artist. The essential collapse of his business empire caused Ye to&nbsp;<a href="https://www.forbes.com/sites/lisettevoytko/2023/04/05/heres-why-kanye-west-dropped-off-the-forbes-billionaires-list/?sh=369e75cd1866">lose his billionaire status</a>.</p>



<h2 class="wp-block-heading" id="h-crucial-quote">CRUCIAL QUOTE</h2>



<p>“When you work with third parties that could happen and it’s part of the game,” Gulden said on the podcast. “That can happen with an athlete, it can happen with an entertainer, so it’s part of the business.”</p>



<h2 class="wp-block-heading" id="h-big-number">BIG NUMBER</h2>



<p>$565 million. That’s how much Adidas made in May when it opted to sell the unsold Yeezy shoes that were left over after the company stopped working with Ye. The sale of Yeezy inventory helped Adidas reduce its projected operating loss for the year from $775 million to $598.56 million, the company&nbsp;<a href="https://www.adidas-group.com/media/filer_public/4d/5f/4d5fbc81-6eee-4e9e-b21d-1f9247d3aff6/adidasag_q22023_pre-announcement_final_en.pdf" target="_blank" rel="noreferrer noopener">said</a>.</p>



<h2 class="wp-block-heading" id="h-forbes-valuation">FORBES VALUATION</h2>



<p>We estimate Ye’s net <a href="https://www.forbes.com/profile/kanye-west/?sh=4cef8adb56f1">worth at $400 million</a>—a fraction of his $2 billion estimated net worth last year.</p>


Tag: Adidas

FORBES AFRICA SOCIAL MEDIA

Adidas Could Write Off Value Of Unsold Yeezy Inventory—Worth $320 Million

Adidas CEO: Kanye West Didn’t Mean Antisemitic Comments, Isn’t A Bad Person