07/08/2025
Adidas gave Kanye West 3x the royalties Jordan got from Nike, but it ended at the end.
Ye Ye turned vgly sneakers into a $1.8B empire and made Adidas the hottest brand on the planet.
Then one meltd0wn cost them $1.3 billion in 24 hours.
The rise and fall of the most danger0us deal in fashion history:
When Kanye couldn’t secure full creative control and royalties from Nike, Adidas welcomed him with open arms — and a deal unlike any other. They gave him 3 times the royalty rate Michael Jordan received from Nike.
The g@mble paid off — at first.
Kanye transformed the Yeezy line from an experimental sneaker into a cultural phenomenon. His shoes sold out in minutes. Adidas became a streetwear staple, and Ye was hailed as a fashion genius.
But the empire was built on a volatile foundation: Kanye himself.
In 2022, Ye began spiraling publicly — making erratic statements, appearing in controversial interviews, and ultimately unleashing a series of antis£mitic remarks. He didn’t back down, even when warned.
The bàçklash was instant.
Balenciaga cut ties. JPMorgan Chase closed his accounts. GAP ended their collaboration.
All eyes turned to Adidas. The pressure was immense — from fans, celebrities, media, and even within their own staff. Still, the company hesitated… until they couldn’t anymore.
On October 25, 2022, Adidas officially ended their partnership with Kanye.
The fall0ut was brutal: Over $1.3 billion in unsold Yeezy inventory. A massive dip in stock price.
The sudden collapse of their most valuable brand division. What started as the most iconic fashion collaboration of its time ended in controversy, cancellation, and billions lost.
Kanye made Adidas cool again — And in one meltd0wn, he nearly dropped it all to the ground.
They mèssèd with the wrong guy
