Adidas' Yeezy collaboration with Kanye West has not performed well
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Adidas paid Kanye West $10m (£7m) to collaborate on the Yeezy trainers line - but the deal hasn't paid off.
Analysis of Adidas' results shows that the firm's revenues in the US have been dropping between 2011 and 2015.
In 2011, the firm's US sales stood at €3.1bn, and are now down to €2.97bn for the full year 2014. Adidas is due to report its full-year 2015 results in March.
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By contrast, the brand's global footwear sales have grown in that time, but according to NPD analyst Matt Powell, that isn't down to the Kanye effect.
"When I look at the data, the Adidas growth is not coming from any styles even vaguely associated with West," he told Marketing.
He added: "The sales of the shoe have not offset that [$10m] expense."
The Yeezy line's actual sales performance is proof that superstar endorsements rarely pay off, particularly when the brand fit is off.
He says: "In footwear, it all comes down to product. If the product is wrong, the greatest marketing campaign will not matter.
I'm sorry but I don't believe it, Yeezy's are selling out within 5 minutes, if anythings its because of the numbers they release + I'm seeing more *****'s rock Adidas then I have in years from shoes to the pants.
I'm sorry but I don't believe it, Yeezy's are selling out within 5 minutes, if anythings its because of the numbers they release + I'm seeing more *****'s rock Adidas then I have in years from shoes to the pants.
Have you never heard of Adidas Superstar Originals? Why you lying? Why buy Yeezys when you can buy Roshes?
