Adidas unrelentingly dropped new Yeezy sneakers on Tuesday, 12 March 2024, signalling the brand’s determined path forward despite backlash from Ye (formerly known as Kanye West).
Adidas drops new Yeezy sneakers on Tuesday, 12 March 2024
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Adidas, pushing forward with its Yeezy sneaker line, unveiled the YZY Foam Runner in MX Granite colourway, alongside restocks of the Boost 350 V2 Beluga RF and Steel Grey, the YZY 500 Stone Salt, and the YZY Slide Dark Onyx.
This bold move comes after Kanye West accused the brand of producing “fake Yeezys” and urged his followers to boycott Adidas.
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Despite the rift, Adidas’s latest drop seems to signal the brand’s undeterred attitude toward offloading its highest-selling stock, navigating through the backlash with a nonchalant and almost secretive release.
Kanye West calls out Adidas’s ‘moral’ double standards
Ye emerged as soon as he caught wind of the latest Yeezy sneaker drop and blasted Adidas for its moral hypocrisy and theft of his creative work.
“Yo, adidas, you tried to destroy me and now we got the No. 1 song in the world (referring to ‘Carnival’). When I was there, you were stealing all my ideas and putting them in your company,” he said.
West added that during his tenure, Adidas not only appropriated his designs but also undermined his creative team, leading to his controversial exit on the grounds of a morality clause.
Of course, in this case, the Yeezy ideator was referring to the epic blowup of his partnership with the brand over his antisemitic rants in mid-to-late 2022, which prompted Adidas to take legal action against the rapper, who countersued for design theft.
Adidas CEO Bjørn Gulden, months after the breakup, outlined plans to sell the remaining Yeezy stock and donate part of the proceeds to organisations and initiatives combating antisemitism, a decision made in consultation with affected communities.
Kanye West makes history with ‘Carnival’
Amid this ongoing feud, Kanye West’s single Carnival, in collaboration with Ty Dolla $ign, Rich the Kid, and Playboi Carti, soared to No. 1 on the Billboard Hot 100.
This achievement not only marks a milestone in West’s career, extending his record of Hot 100 No. 1s across three decades but also demonstrates his continued influence in the music industry.
However, in true Ye fashion, his reaction sent ripples across the internet, with direct shots taken at the likes of Adidas, Drake, Hailey Bieber and “anyone who goes to school with anyone [whose] parents work at adidas.”
