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Adidas is one of the most valuable brands in apparel, according to a projection of Brand Finance.
The luxury tennis segment took off in sales, due to the participation of brands such as Vuitton, Hermès, Gucci and others in that segment.
Adidas along with YEEZY has played a key role in the apparel market.
Adidas confirmed that it will continue to sell shoes like the 350s, 700s, 500s and the FOAM RNNRSjust without the lyrics yeezy in them.
The decision is part of the actions that continue to take effect, after the brand broke with kanye-westafter his anti-Semitic sayings, which placed him at the center of criticism.
The breakup with West impacts the fashion industry, not only with the disappearance of YEEZY in sneakers that will continue to be sold with designs that came from the mind of Kanye West, but also with labor effects, when the Okabashi factory, based in Buford, Georgia, United States, announced the dismissal of 142 employees who assembled the Foam Runner.
Cloth sneakers will continue to be sold at Adidas
The financial director of Adidas, Harm Ohlmeyerconfirmed that it will continue to sell the famous sneakers from yeezyknown for their foamy plastic sandals or cloth tennis shoes, only these will no longer bear the name “yeezy” in them.
The measure is due to the fact that Adidas has the design rights to these products, a fact that he acknowledged in the presentation of financial results, where the break with Ye, also known as Kanye West, was recalled before changing his name.
The African-American singer said at the time that “I can literally say anti-Semitic things and Adidas cannot abandon me” and his statement motivated the German company to take action on the matter and take him at his word, cutting off the collaboration that for years became one of the most emblematic creative alliances.
StockX has estimates of the value that luxury sneakers have reached, ensuring that these are more valuable among consumers under 35 years of age.
“In Mexico, Jordan sneakers have had more than 250% in demand compared to last year, and New Balance have increased their sales by more than 200%. Sales of Jordan tennis shoes have increased thanks to their popularity and the low availability in Mexico, so the platform allows users to have access to them”, explained sources in said firm.
The luxury tennis market is consolidated based on design and the demand for collaborations, where artists and athletes have become creative minds of exceptional products, due to the sales achieved and the value they have in the market.
Faced with these tasks, all-out activities have been imposed on the market, reminding us how important consumption has become and the appreciation that consumers have for categories such as expensive or collectible tennis shoes.
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