Stratrix

Company profile

Industry
Footwear and apparel

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The analyses

The Crisis Response · Decision Forks
Yeezy Was a €1.2B Line Inside Adidas — and One Man's Mouth Triggered Its First Annual Loss Since 1992
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.
8 min