Adidas witnessed the power of the Yeezy brand after announcing earlier this year that the German sportswear company would release the leftover Yeezy inventory and donate the proceeds to charities amid their public split with Kanye West over racist and antisemitic rhetoric. 

According to reports, Adidas made $565 million off the leftover inventory exceeding the company’s most “optimistic forecast” of sales. The brand saw a $441 million dip in year-to-year sales following the fallout with Kanye which could’ve resulted in nearly $772 million in operating losses had the company decided against repurposing the unsold inventory.