Business / 2 years ago
Adidas to Sell Yeezy 'Oops-we-Need-to-Fix-it' Collection with Proceeds Going to Charities Burned by Ye's Comments

Adidas turns controversy into charity with the Yeezy Redemption Collection, featuring limited edition styles made from excess inventory with the proceeds going to various charities hurt by Ye's remarks.
Adidas Announces "Yeezy Redemption" Collection to Benefit Burned Charities
After dealing with the fallout of Ye's anti-Semitic comments, Adidas has decided to make lemonade out of lemons - or shall we say, sneakers out of controversies. The sportswear giant announced the release of a new line, called the "Yeezy Redemption" Collection, which will be made from excess Yeezy inventory. The proceeds from the sales will be donated to various charities that were hurt by Ye's remarks.
"We thought it was best to take this unfortunate situation and turn it into a positive force for change," said Bjorn Gulden, CEO of Adidas. "It's only fitting that we take the material from our controversial star's signature line, and give it a new purpose – helping the very causes he harmed."
The collection will feature limited edition styles and colors that have never been seen on a Yeezy, including a "Forgiveness Fade" and an "Anti-hate Blue." Each pair of sneakers will also have a tiny embroidered golden "Oops" near the heel, as a nod to the unfortunate comments that inspired this initiative.
In a surprising twist, former Yeezy designers have joined the project, claiming that they were eager to be a part of this "creative redemption." One anonymous designer remarked, "We've always been praised for pushing the boundaries when it comes to innovation and style, and this feels like one more way we can make a statement with our work."
Some critics, however, argue that the move is less about redemption and more about Adidas clearing its warehouses of a now-dented brand. "This is just corporate damage control, dressed up as charity," comments fashion analyst Susan Trent.
Regardless of the reasons behind the collection, there's no denying that the charities that suffered from Ye's comments could benefit greatly from the funds raised. In a statement from one of the organizations, they expressed gratitude for the support: "While we can't ignore the harm done by Ye's comments, we appreciate Adidas making an effort to help make amends."
Ye (formerly known as Kanye West) was unavailable for comment, but it's safe to say that he might want to consider swapping out his current footwear for the aptly named "Humility Hues" edition of the Yeezy Redemption Collection.
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Original title: Adidas will sell some leftover Yeezy inventory instead of burning it, CEO says
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