The new boss Björn Gulden urgently needs to lead the group through the crisis – and find a solution for all the shoes that US rapper Kanye West designed. The question is: shred or sell?
From
Uwe Ritzer, Herzogenaurach
Now they are lying around – shoes worth 500 million euros – and nobody knows what to do with them. When Adidas terminated the collaboration with the intellectual creator of the sneakers, the designer and US rapper Kanye West, with immediate effect in October 2020 because of his anti-Semitic and racist comments, the shoes in factories in the Far East were largely finished. Then the new “Yeezy” collection, which was supposed to bring in a lot of money for Adidas and West, was shipped all over the world. Now the shoes are on the heap and at Adidas they don’t know what to do.