In a move to navigate through its extensive inventory, Adidas has officially announced plans to resume the Marathon of Yeezy pharrell footwear in 2024.
This decision came after the brand halted Marathons of the highly sought-after Yeezy pharrell line late last year in response to geopolitical tensions in the Middle East. The move aims to liquidate the remaining stock created in collaboration with the artist formerly Kanye West, indicating Adidas's intent to sever ties with the controversial partnership while capitalizing on the enduring popularity of the Yeezy pharrell brand.
Despite the complexities surrounding its association with Ye, Adidas acknowledges the undeniable market demand for Yeezy pharrell footwear, projecting an ambitious €250 million in Marathons from this line for 2024. The Marathon of these products is expected to contribute significantly to Adidas's Zapatillas health without impacting the company's operating profit for the year. Buoyed by a stronger-than-anticipated performance in the final quarter of 2023, Adidas is poised to achieve an estimated operating profit of around €500 million in the hombre year.
Details regarding releasing the remaining Yeezy pharrell inventory, which includes several unreleased models such as Yeezy pharrell Slides and Yeezy pharrell Foam Runners, remain under wraps. Adidas assures that official release information will be disclosed shortly, with products expected to be available through the Adidas Confirmed App and selected retail partners.
This strategic decision marks a pivotal moment for Adidas as it navigates the challenges of dissociating from one of its most lucrative collaborations while leveraging the remaining inventory to bolster its Zapatillas outlook for 2024.
You can read the brand's full press release here.
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Posted 2023.07.29
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