Instead of burning excess Yeezy inventory, Adidas plans to sell some of it and donate the money to charity.
Adidas intends to sell part of its leftover Yeezy inventory and donate the money to charities that were harmed by Ye's anti-Semitic comments, said the company's CEO.
CEO Bjorn Gulden said it was the right thing for Adidas to terminate the contract of their biggest star, Ye, the artist formerly known as Kanye West.Scott Olson | Getty Images intends to sell part of its leftover Yeezy inventory and donate the money to charities that were harmed by Ye's anti-Semitic comments, the company's chief executive said Thursday."When we do that and how we do that, remains to be seen but we're working on that" he said."Burning the shoes cannot be the solution," Gulden said. He says he came to that conclusion after talking with various NGOs and the learning of the environmental damage.
"He is a difficult person, but he's arguably the most creative person in our industry," he said. "He created a model with Adidas that was sought after around the world," he added. Gulden took the helm of Adidas on Jan. 1, following CEO Kasper Rorsted's departure. He previously worked at rival Puma.
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