Adidas proves patience is key for brand strategy 

FIVE months after Adidas dumped the “Yeezy” brand from its portfolio, the German apparel company is struggling to fill the gap in lost profits.

However, evidence from secondary sneaker reseller markets proves that Adidas’ strong early statements to defuse the controversy coupled with its cool patience may provide a path for redeeming the brand – an important intangible asset for the company.

On October 25, 2022, Adidas announced it had terminated its contract with fashion designer and music artist Ye (formerly known as Kanye West). At the time, GQ’s “Most Stylish Man of the Decade” was in the middle of a series of outbursts that quickly alienated him from major companies.