Nike Set to Reap the Benefits of adidas Yeezy Split This Christmas
Announced back in late October, the much-publicised breakup resulted in adidas terminating their contract with Yeezy, although the brand later announced the intention to continue manufacturing several Yeezy models without the corresponding branding.
It’ll take some time for the dust to settle and to truly comprehend how the termination will affect the market more broadly. Still, we’re already getting reports that rival brands like Nike are set to benefit hugely from the split this Christmas.
As Wedbush analyst Tom Nikic detailed, Yeezy sales typically peak in December. Last year, there were 10 Yeezy launches in December out of the 65 total launches in the year, ‘demonstrating how concentrated the brand had become in December’.
Obviously, this is all set to change in 2022, with adi leaving a huge hole in the market.
‘With no Yeezys for sneakerheads to buy this year, Nike stands to be a key beneficiary’, Nikic said. There are currently eight Jordan launches and three Nike debuts planned for December.
The Yeezy label was worth an estimated 10 per cent of adidas’ total revenue. According to Nikic, ‘the lack of Yeezys this year is simply too much for them [adidas] to overcome’.
The Yeezy x adidas split was, of course, one of the industry’s biggest stories of 2022. But there were plenty more. Click through to check them out.