Adidas could be forced to burn as much as $500 million worth of Yeezy sneakers after cutting ties with rapper Kanye West last year over anti-Semitic remarks.
If Adidas is unable to find buyers for the sneakers, they could “literally burning the shoes." Adidas’ remaining Yeezy inventory is estimated to be worth between $300 million and $500 million.
Experts warned the practice would be the “worst outcome” because it wouldn’t generate revenue and could spark backlash over waste and environmental costs.
Adidas could rebrand its Yeezy sneakers and attempt to sell them at a discount.
However, any effort to resell “zombie Yeezys” under a new label "could backfire on them from a PR perspective. It would still look like they were profiting off of a collaboration with someone who made blatant antisemitic statements.”
Other possible resolutions include liquidating the remaining Yeezy sneakers at discount stores or donating them.
Source: NY Post.
Photo Credit: Leon Bennett/Getty Images for BET.