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Adidas Continues to Bank on Yeezy, Kanye West After Solid Q4 Earnings

Adidas continues to bank on its relationship with Kanye West.
The long-standing collaboration with the rapper-turned-designer has been hugely rewarding for the Germany-based sportswear giant. Since the Adidas Yeezy Boost was named FN’s Shoe of the Year in 2015, West’s streetwear designs have garnered a cultlike following. The momentum has spilled into the most recent period, with the Yeezy Boost 350 V2 “Triple White” sneaker contributing to a stellar Q4 for the brand’s e-commerce sales.
In an interview with Bloomberg TV, CEO Kasper Rorsted explained, “We have been very, very happy with the relationship we’ve had with Kanye West, and we will continue to be. What we’ve done is introduce more and more pieces of footwear into the market — not only the 350 but the 500 and 700. We’ll continue to do so in 2019 and on, and we believe that the current relationship we have with Kanye is very successful.”
In September, Adidas recorded the largest digital drop of a Yeezy model to date through the Yeezy Boost 350 V2 “Triple White,” which was hailed as a major commercial success by the brand with millions of visits on its website as well as media mentions and search interest that surpassed previous

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Via:: https://footwearnews.com/2019/business/financial-news/adidas-kanye-west-yeezy-sneakers-sales-2018-1202760278/