adidas recently announced a major move for sneaker enthusiasts around the world: the return of the adidas Yeezy line in 2024. After a temporary hiatus due to the crisis in the Middle East, the sportswear titan is set to reintroduce its collaboration with Ye and expects a significant boost in sales.
The decision comes after a period of uncertainty surrounding the future of the Yeezy footwear line. Despite the suspension of sales, there’s no question that Yeezy remains a heavyweight in adidas’ product lineup, with projections of €250 million in sales for next year. This forecast underscores the enduring appeal of the Yeezy brand, despite the controversies that have swirled around his collaborations.
The official statement from adidas has the sneaker world buzzing with anticipation as it outlines plans to liquidate the remaining Yeezy inventory, which includes several never-before-seen models such as the Yeezy Slides and Yeezy Foam Runners. The method of release remains under wraps, but fans are eagerly awaiting details, hoping that the adidas Confirmed App and select retail partners will serve as platforms for these highly anticipated drops.
Financially, adidas is optimistic, predicting that sales of Yeezy footwear will not impact its operating profit for the year. Combined with a better-than-expected performance in the fourth quarter of 2023, the company expects an operating profit of approximately €500 million in 2024.