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Should Adidas Continue to Brand Yeezys?

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In a recent Q&A with the media during a quarterly earnings call, according to Business Insider, a reporter asked Adidas Chief Financial Officer Harm Ohlmeyer “If there was any reputational risk to the company if it continued to release Yeezy products despite no longer having the backing of the artist. ” Adidas plans to rebrand the Yeezy shoes and continue to sell them after it cut ties with Ye, the original designer, as it owns all design rights.

Ohlmeyer wasn’t ready to answer this question, only to reply, “We are working through all the options.”

Our analysis is that the partnership, which has been in place since 2013, is long-standing enough to enable Adidas to continue to sell the brand without further harm to its reputation. That’s not to say the shoes might not sell as well as they have in the last nine years. But we cannot underestimate the value and popularity of the Adidas brand itself prior to the now-terminated partnership.

Ye, aka the former Kanye West, is a critically acclaimed musician. Still, he has been divisive enough – most recently through antisemitic statements – that fans of the shoes and brand may appreciate the opportunity to be “freed” from the connection to him and still enjoy wearing the shoes. Smart messaging and careful branding could be an opportunity for Adidas.

Our analysis: Adidas is a long-standing brand and business that no doubt has rock-solid contracts in place, with appropriate legal protection. They and the sneaker – once rebranded – may even become a new symbol of inclusion and unity for those who oppose Ye’s actions. Although Darcey Jupp, an apparel analyst at GlobalData, said the opposite in an interview with CNN, we believe rebranding and continuing to sell the sneakers could be a smart move for Adidas from an ethical standpoint and a business viewpoint. We’ll be curious to see how they rebrand and message around the product line, and we will be watching.

Quick Business Lessons from The Amazing Race

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I hesitate to admit at all on this blog that I actually have any time to watch TV, but nonetheless… while watching CBS’ The Amazing Race on Sunday evening, I noticed some interesting dynamics of the teams that could apply to business and how you work with your agency partners. Most specifically, how you treat your agency partners and whether or not your management style is helping you to get the most out of such an integral investment. Let’s take a look at some of the team dynamics at play:

The “you can do it” partner – encouraging and supportive, yet from a distance – not getting involved but cheerleading all the way.

The “blame” partner – when anything goes wrong, despite knowing that you played a roll in the outcome, you blame the other party.

The “all for one” partner – truly working with your team members to share information, provide  positive feedback and encouragement, and sharing in both the accomplishments and the challenges.

Herbert Lang and Nathaniel Lofton - Harlem Globetrotters - came in first last night through supportive team work and cooperation

Herbert Lang and Nathaniel Lofton - Harlem Globetrotters - came in first Monday night through supportive team work and cooperation. Definitely "all for one" partners!

The leader/other half to a “yes man” partner – i.e., you provide all of the guidance and direction and your teammate just follows along.

The “naysayer partner” – any suggestion provided by your team members is met with instant doubt or a flat out “no.”

Each of these types of partnerships are on display on this show – and we’ll find out in the end which method ultimately equals winners. It may seem obvious why one works better over another – but if you don’t stop and think about what kind of partner you are, and what kind of partner your agency vendors are, you could be wasting valuable time and money. Partnerships work best when they consist of mutual respect, trust and a sense of camaraderie – i.e., we’re all here working towards a mutual goal. After all, you’ve put the work into researching and choosing the best agency partner (you did put that work in, right?!), so trust them, involve them and respect them. If you don’t, you might want to consider a new teammate.