Kanye West Diputus Adidas, Sneakers Yeezy Tetap Laku Keras

Yudhistira Agato

Editor: Yudhistira Agato

Paska putus kontrak Kanye West, Adidas jual sisa stok Yeezy. (Rahmat Ari Hidayat/Skor.id)
Usai putus kontrak dengan Adidas, rapper Kanye West tetap lanjutkan eksistensi Yeezy. (Rahmat Ari Hidayat/Skor.id)

SKOR.id - Tahun lalu, Adidas memutus kerjasama dengan Kanye West akibat komentar sang rapper yang berbau antisemitik, namun sisa sneakers Yeezy tetap laku di pasaran.

Secara mengejutkan, demand buat sneakers Yeezy ternyata masih tinggi bahkan setelah segala kontroversi yang Kanye West sebabkan.

Kuarter lalu, Adidas meraup 400 juta euro (atau sekitar 6,6 triliun rupiah) dari penjualan sneakers tersebut sebagai bentuk dari cuci gudang atau likuidasi sisa stok. 

Guna menunjukkan nilai inklusivitas yang dijunjung, Adidas sudah menyumbangkan 110 juta euro ke berbagai organisasi anti kebencian dan anti-semitisme. 

Batch pertama sisa Yeezy ini mulai dijual Juni lalu, dan langsung ludes dalam hitungan beberapa minggu. 

Angka penjualan batch pertama yang fantastis menjadi bukti bahwa Yeezy masih sangat menguntungkan buat Adidas, terlepas semua kontroversi perihal Kanye. 

Biarpun sudah tidak terikat kontrak dengan Ye, chief executive Adidas, Bjorn Gulden mengatakan mereka akan tetap menghormati tanggung jawab hukum. 

Tapi Gulden menolak membeberkan berapa banyak uang yang akan diterima Kanye dari penjualan ini. 

Batch kedua sneakers Yeezy akan mulai dijual Agustus ini, mencakup beberapa model paling populer seperti Yeezy Boost 350 V2, 500, 700, Yeezy Slide dan Foam Runner.

Apa Salah Kanye?

Dikenal sering melontarkan pernyataan provokatif, sang rapper mengunggah beberapa postingan yang dianggap kelewat batas pada Oktober tahun lalu. 

Di satu tweet (kini ‘X’) dia melontarkan pernyataan ofensif soal kaum Yahudi. 

Di sebuah podcast, dia bahkan jumawa dan mengatakan kalau popularitasnya akan membuatnya selalu menguntungkan dan tidak akan diputus kontrak. 

“Aku bisa mengucapkan hal-hal anti-semitis dan Adidas enggak akan bisa apa apa.” 

Di Paris fashion week, Kanye juga dikritik karena mengorganisir acara catwalk rahasia yang memunculkan sebuah kaos bertuliskan “White Lives Matter,” yang sering dikaitkan dengan gerakan sayap kanan di Amerika Serikat. 

Alhasil, bukan hanya Adidas yang memutus kontrak kerja dengan Kanye. Gap, Balenciaga, Foot Locker, dan banyak brand lainnya tidak lagi mau diasosiasikan dengan sang rapper..

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