Adidas faces key question: What is Yeezy without Ye?
CBSN
Adidas' move to part ways with Ye over his antisemitic comments raises questions about the future of one of the world's most coveted, and commercially valuable, sneakers.
In the short term, the sudden split effectively ends production of all Yeezy products by the German sportswear giant, dealing a significant financial blow to Adidas. Yeezy accounted for about 10% of the company's annual revenue, while Adidas said that terminating its deal with Ye will put a $246 million hit in its bottom line this year alone.
Moving forward, Adidas could continue to release new shoe designs that evoke Yeezy's brand — minus the label. The company said Tuesday in announcing the demise of the partnership with Ye, formerly known as Kanye West, that it retains the design rights for any new colorways.
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