The Rise and Fall of the Adidas-Yeezy Partnership: A Timeline of Success, Controversy, and Collapse
Kanye West’s partnership with Adidas revolutionized the sneaker world, but behind the success came controversy and an abrupt end. Explore the rise and fall of this iconic collaboration.
2013: Kanye West’s Surprising Move to Adidas
In November 2013, Kanye West shocked fans by announcing his partnership with Adidas. After leaving Nike due to disputes over Yeezy royalties, West revealed the new collaboration during a Hot 97 interview with Angie Martinez.
2015: The Yeezy Revolution Elevates Adidas
The highly anticipated Yeezy Boost 750 debuted in February 2015, followed by the iconic Yeezy 350 in several colorways, including the famous "Turtle Dove." The Yeezy Boost 350 was named Shoe of the Year, and Kanye was honored as one of Time’s most influential people. That year, Adidas also saw success with revamped Ultraboost and NMD models.
2016–2017: Expanding the Partnership
As Yeezy’s popularity surged, Adidas extended their partnership with Kanye through 2026, calling it the "most significant partnership between a non-athlete and a sports brand." In 2017, the Yeezy "Wave Runner" 700 launched, and Adidas surpassed Nike’s Jordan brand to become the No. 2 sneaker brand by market share.
2018: Controversy and Defense
Kanye stirred controversy in 2018 with his provocative statements on slavery and support of President Trump, prompting Adidas CEO Kasper Rorsted to defend their relationship. Despite the backlash, West claimed the Adidas partnership made him a billionaire.
2019: Yeezy Day and Financial Milestones
In 2019, Adidas launched its first "Yeezy Day," releasing highly anticipated sneakers, although many fans were disappointed by limited availability. That year, Yeezy sales hit $1.3 billion, helping West recover from $53 million in debt to earning $150 million in just a few years.
2021: Billionaire Status
By 2021, Adidas North America’s sales rose 17% to $5.1 billion, driven largely by Yeezy’s success, with the brand contributing over $1 billion annually to Adidas’ revenue.
2022: Controversy and the End of the Partnership
In 2022, Kanye’s controversial “White Lives Matter” T-shirt and antisemitic remarks led to Adidas ending their partnership with him in October. The decision, made swiftly by Adidas executives, was expected to cost the company $247 million for the year. Yeezy products were pulled from shelves, and the brand faced significant backlash and financial losses.
2023: Financial Fallout and Legal Battle
After cutting ties with Kanye, Adidas reported a $1.3 billion revenue drop in 2023. Investors sued the company, alleging Adidas executives were aware of the risks but failed to disclose them. However, a judge ruled in favor of Adidas, stating that Kanye’s behavior did not constitute securities fraud.
The Lasting Impact of the Adidas-Yeezy Era
The Adidas-Kanye West partnership, once marked by groundbreaking success, ended abruptly due to controversies surrounding West’s actions. The Yeezy line transformed Adidas, but the fallout from the collaboration’s collapse serves as a cautionary tale about the risks of celebrity endorsements.