Adidas release more Kanye West products
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Adidas release more Kanye West products

Adidas has been making significant inroads against other players in the U.S. footwear and athletic apparel segments. While Nike remains in a strong position, smaller players like Under Armour have fallen by the wayside: right now, it’s a two-horse race.

Adidas is having a phenomenal 2017

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SOURCE: Yahoo Finance

One of the feathers in Adidas’ cap has been its long-running collaboration with polarizing hip-hop sensation Kanye West. West has a habit of rubbing the public up the wrong way, proclaiming himself a genius and the world’s greatest rock star. But he is easily as loved as he is hated; even his most vociferous detractors admit to the quality of his creative vision. Fashion has become a significant interest for the rapper in recent years.

At the end of the month, Adidas will release the new all white ‘Yeezys’ (West’s branded trainer). West’s footwear has been incredibly lucrative for Adidas over the past 12 months. Last year, it managed to generate more revenue than the legendary Nike Air Force 1 (one of the best-selling athletic sneakers ever), spent weeks at the ‘top selling’ spot, and surpassed the popularity of Nike’s Michael Jordan brand footwear. This is doubly impressive when you consider that Yeezys cost $220 a pair against Air Force 1’s $90 price tag.

With a new release scheduled in under a week, is Adidas about to clean up the competition again?

Disclosure

Dominion holds Adidas in its Global Trends Luxury Fund.


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