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Yeezy's defining moves.

The defining strategic moves at Yeezy — each one explained and grounded in the record.

The Crisis Response · Decision Forks

Adidas Didn't Lose a $1.5B Brand. It Lost a Bet It Never Told Shareholders It Made.

The $1.5B figure is a myth twice over. The real number Adidas hid for nine years: a single artist controlled a €1.2B line — roughly a twentieth of the top line — and one man's mouth triggered the company's first annual loss since 1992.