Adidas Boosts Guidance Once More Following the Success of Its Second Yeezy Sneaker Release”
Adidas AG, the renowned German sports company, has once again raised its guidance, marking the second revision in just three months. The reason behind this optimistic adjustment stems from the successful sale of Yeezy sneakers from its terminated partnership with rapper and designer, Ye (formerly known as Kanye West). Adidas now anticipates an operating loss of approximately €100 million ($106 million) in 2023, a significant improvement compared to its initial forecast of a potential €700 million loss.
A Positive Turnaround After Yeezy Termination
Adidas faced a considerable setback when it severed ties with Ye in October, prompted by a series of antisemitic comments. This decision left the sports giant with approximately €1.2 billion worth of Yeezy sneakers in limbo. However, two successful Yeezy product drops since May have breathed new life into Adidas’ financial prospects. These sales, combined with future inventory sales expected during the upcoming holiday season, have steadily decreased the potential write-off for remaining Yeezy inventory from €400 million to approximately €300 million.
Yeezy’s Impact and Adidas’ Global Trajectory
The Yeezy sales come as a much-needed boost for Adidas and its CEO, Bjorn Gulden, who took the reins in January. The sportswear giant is grappling with the challenge of expanding its presence in North America, primarily due to an abundance of unsold footwear and apparel. However, Adidas is showing signs of renewed momentum in the Chinese market and is capitalizing on the strong global demand for its Terrace line of sneakers, which includes iconic models like the Samba and Gazelle. With the Yeezy sales windfall, Adidas is well-positioned to regain its footing in the industry and continue its path toward success.