Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

China Turnaround Challenge Dwarfs Adidas’ Yeezy Debacle

The brand has begun its turnaround strategy led by China market head Adrian Siu, focussing on ‘hyperlocalisation’ and speed.
A potential €500 million euro ($551 million) Yeezy write-off shoes is a major headache for Adidas — but it's not the German sportswear giant's biggest problem.
A potential €500 million euro ($551 million) Yeezy write-off shoes is a major headache for Adidas — but it's not the German sportswear giant's biggest problem. (Shutterstock)

A potential €500 million ($551 million) write-off on unsold Yeezy shoes is a headache for Adidas as it looks to implement a global turnaround — but it’s not the German sportswear giant’s biggest problem.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Adidas’ Plans for Yeezy: What We Know

The German sportswear giant hinted it could try to sell already produced sneakers from the collaboration, but predicted its first annual loss in over three decades.

Can Adidas Move On From Yeezy?

Top of incoming CEO Bjørn Gulden’s in-tray will be dealing with unsold Yeezy inventory and reversing the brand’s steep decline in China.

Inside Adidas’ Yeezy Dilemma

The German sportswear giant’s partnership with Ye generated $1.7 billion in 2021, accounting for nearly 7 percent of its annual revenue. Now that the company has cut ties with the rapper, will it keep selling Yeezy designs?

In This Article
Topics
Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON