YEEZY is a line of fashion products created by the American rapper and fashion designer Kanye West. The brand includes a range of items such as clothing, accessories and its bestselling footwear, with the most sought-after products being the YEEZY sneakers. The YEEZY sneaker line is a collaboration between Kanye West and Adidas. Their partnership began in 2013 and since then the line has gained immense popularity and has become a significant player in the fashion industry.
While the YEEZY brand has gained mass popularity over time, its status has taken a hit due to Kanye West’s latest problematic spiel, targeting Jewish minorities. Consequentially, Adidas has strategically chosen to sever its connections to YEEZY and Kanye West in support of the Jewish community. The German sportswear company has chosen to release a selection of the remaining YEEZY inventory through donation and other means, making this the first availability of YEEZY products since the termination of their partnership with Kanye West in October 2022.
What sets this release apart, is Adidas’ commitment to donate a significant amount of the proceeds to organisations actively working to combat discrimination and hate, particularly racism and antisemitism. Notable beneficiaries include the Anti-Defamation League (ADL) and the Philonise and Keeta Floyd Institute for Social Change.
Adidas CEO, Bjorn Gulden expressed the consideration that went into this decision. He stated, “After careful consideration, we have decided to begin releasing some of the remaining adidas YEEZY products. Selling and donating was the preferred option among all organizations and stakeholders we spoke to. We believe this is the best solution as it respects the created designs and produced shoes […] There is no place in sport or society for hate of any kind and we remain committed to fighting against it.” Additionally, Jonathan Greenblatt, CEO of the Anti-Defamation League, commended Adidas for its thoughtfulness in turning a potentially negative situation into a positive outcome. Greenblatt praised Adidas’ leadership in not only condemning anti-Jewish hate but also supporting education and other initiatives, considering it exemplary and a model for other public companies to emulate.
By aligning the release with the commitment to combat discrimination and hate, Adidas sets a commendable precedent for corporate responsibility and positive community engagement, making them a socially responsible brand.