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In October 2022, Adidas found itself staring down an unprecedented crisis when it terminated its Yeezy sneaker partnership, a highly profitable business segment which at the time accounted for as much as 8 percent of the brand’s annual sales.
The collaboration with Ye — the rapper formerly known as Kanye West, whose increasingly inflammatory public statements prompted the split — had been Adidas’ answer to Nike’s deep roster of hyped sneakers like Jordans and buoyed it amid other…
