July 25th 2023.
Adidas and Ye had been in a successful business relationship for nearly 10 years until the controversial music producer made anti-Semitic statements in 2022. In response, Adidas cut ties with the artist and decided to put Yeezy products back on its website for sale. This decision was met with more orders than the company had anticipated, with the reported total being 508 million euros.
The demand for the product is so high that not all requests can be processed, according to a report by Financial Times. Despite the high demand, Adidas has committed to donating a portion of the Yeezy product sales to organizations fighting discrimination, hate, racism, and antisemitism. The Anti-Defamation League and the Philonise & Keeta Floyd Institute for Social Change are among the organizations expected to benefit from Yeezy sales.
The Yeezy products that went on sale were originally planned for a 2023 release before the deal with Ye was terminated. The artist had even dared Adidas to act when he said, “I can say anti-Semitic things, and Adidas can’t drop me. Now what?” Adidas' quick response to the situation was commendable, as it showed the company was unwavering in its commitment to stand against discrimination and hate.
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