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The Guardian - US
The Guardian - US
Lifestyle
Alaina Demopoulos

The billion-dollar question: what will Adidas do with all those Yeezys?

Adidas Ye Yeezys Yeezy Kanye West Holocaust Bjørn Gulden Nathan Fielder NIke
brightly colored sneakers on shelves
Yeezy shoes at a resale store last year. The shoes helped Adidas compete with Nike’s Air Jordans. Photograph: Seth Wenig/AP

Melt them down and turn them into Crocs? Scrape off the label and hope no one notices?

What Adidas should do with all its unsold Yeezys is a €1.2bn ($1.3bn, £1bn) question that no one seems to have a very good answer for. The brand is in danger after it cut ties with Kanye West in October over his antisemitic comments.

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