Adidas AG: The Yeezy Partnership
商品編號：W41824
出版日期：2025/01/23
再版日期：
商品來源：
商品主題：General Management/Strategy
商品類型：Case (Pub Mat)
涵蓋議題：Corporate governance;board of directors
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：United States
產業：Arts; Entertainment; Sports and Recreation
事件年度：2023
In 2013, Germany-based athletic products maker Adidas AG (Adidas) formed a partnership with rapper Kanye West (who legally changed his name to Ye in October 2021) to launch the Yeezy shoe line. Starting in the 1980s, sneakers had crossed over into the mainstream market as fashion accessories and Adidas saw this as a way to catch up with industry leader Nike Inc. While the partnership was lucrative for Adidas—its sales and profits grew substantially during the partnership period—West’s public behaviour and in his dealings with Adidas employees caused both external and internal backlash. At first, Adidas ignored West’s adverse behaviour and pushed hard to monetize the relationship. Following a widely publicized action by West at a Yeezy fashion show in Paris, France, in October 2022, Adidas discontinued the partnership. However, HRSA-ILA Funds, an employee retirement fund manager, filed charges in late 2023 accusing Adidas of condoning West’s behaviour and not disclosing it to its shareholders. Adidas’s supervisory board chair, Thomas Rabe, and newly appointed chief executive officer, Bjorn Gulden, had to address both the legal and business consequences of the company’s actions.
教學手冊：Adidas AG: The Yeezy Partnership - Teaching Note
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