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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.


Date: Nov 01, 2022


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?


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