Adidas will donate proceeds from its Yeezy sneakers to NGOs fighting anti-Semitism

Adidas announced Friday that it will resume partial sales of its inventory of Yeezy sneakers, previously produced with Kanye West, in August and confirmed that it will donate part of the proceeds to various non-profit organizations fighting anti-Semitism and racism.

The products will be available “from August 2 (and throughout the month) with gradual distribution to help manage demand,” the German sportswear maker said in a statement.

A first partial sale of the abundant inventory of the famous sneakers took place during a few days in May, generating enormous demand, partly unsatisfied, according to the Financial Times.

The available range will include popular models, such as the Yeezy Boost 350 V2, 500 and 700, which will be available only through digital platforms, both Adidas and partner retailers.

In October 2022, Adidas ended its collaboration with the controversial rapper, now known as Ye, after he made anti-Semitic comments.

It is estimated that an inventory equivalent to 1,200 million euros (about 1,326 million dollars) in sales is kept on the shelves, so the manufacturer chose to deliver a part of the profits; instead of destroying the products.

Two NGOs will receive, as happened with the May sales, a portion of the sales proceeds: the Anti-Defamation League, whose goal is to fight all forms of anti-Semitism, as well as an NGO created by Philonise Floyd, George Floyd’s brother, who died under the knee of a white police officer in May 2020 in Minneapolis (United States) during his arrest.

The German group also announced its partnership with the Robert Kraft Foundation to Combat Anti-Semitism (FCAS), whereby blue square pins will be added to products sold by Adidas in North America.

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