Description: Their lucrative Yeezy collaboration accounted for more than an estimated 40% of the shoe giant’s profits. But the partners had been bickering for years.

Source: Bloomberg.com

Date: Nov 01, 2022

Link: https://www.bloomberg.com/news/articles/2022-11-01/kanye-west-adidas-split-was-brewing-for-years?leadSource=uverify%20wall

Questions for discussion:

• What are the lessons to be learned from this partnership between Ye and Adidas?
• Can Adidas ever afford to again become so dependent on a single celebrity?
• Should the company keep selling Yeezy-designed shoes, under the Adidas brand?
• If so, will consumers still want to buy the sneakers?
• How can Adidas win back customers in China?