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Adidas Says Yeezy Fallout Could Cost Hundreds of Millions in 2023 as Company Issues Dismal Outlook

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Adidas said it expects headwinds from the loss of the Yeezy business to persist in 2023, after officially parting from the brand and its controversial founder Kanye “Ye” West in October.

Click here to read the story at footwearnews.com.

Discussion Questions:

  1. What is a brand?
  2. Is adidas a brand?
  3. Is Ye a brand?
  4. Is Yeezy a brand?
  5. What is brand image?
  6. How would you describe the adidas brand image?
  7. How would you describe the Ye and Yeezy brands?
  8. Why did Adidas cut ties with Ye?
  9. According to this story, what impact will the Yeezy fallout have on adidas?
  10. How do you think the split might impact Ye?
  11. What is rebranding?
  12. Adidas has suggested it might rebrand and sell existing Yeezy product. Based on what you learned in this news story, why might they consider that approach?
  13. Do you think that is a good strategy? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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