Ye (AKA Kanye West) makes headlines with his recent trademark filing for a potential Yeezy product, signaling his determination to re-enter the shoe game after his split with Adidas.
When Is Ye (Kanye West) Releasing Yeezys?
Ye, formerly known as Kanye West, 45, appears to be making moves to insert himself back into the shoe industry after his split with Adidas last year due to a series of anti-Semitic controversies. The "Praise God" rapper, who has faced significant backlash for his insensitive statements and affiliations, has filed a trademark for a potential Yeezy product: YZY SOCK SHOES.
According to TMZ, West's Mascotte Holdings Inc. submitted the trademark documents on May 4. While the details about the design of the sock shoes were scarce, they were described as "Socks; socks with leather soles." This move suggests that West is determined to move forward despite Adidas' decision to sell its remaining stock of Yeezy shoes without his branding, with the proceeds being donated to charity - because they have no choice - with Ye still potentially receiving royalties from sales.
What Are Yeezy Sock Shoes?
Interestingly, this trademark filing may have been in the works for years. TMZ shared a photo from 2019 showing West wearing what appeared to be a pair of gray socks that resembled the Yeezy sock shoes. These socks had a more solid, high-top shoe-like appearance and featured leather soles, similar to the newly trademarked product. It's unclear whether this design is West's next big inspiration or if it was simply a design he had lying around from years earlier.
However, even if West successfully secures the trademark, it remains uncertain how he would market and sell the sock shoes without the support of a major retailer. Many retailers may be reluctant to associate themselves with West due to his history of making racist and anti-Semitic remarks, as well as his associations with right-wing figures including Milo Yiannopoulos and Nick Fuentes; but let's not act like he doesn't have a solid fan-base of supporters. Ye is likely to sell anything that he offers the market irrespective of what critics think.
Another potential option for West would be to sell the sock shoes under his own Yeezy label. However, he might face challenges in finding a manufacturer willing to produce the product due to his vacillating nature, in addition to the wrath of cancel culture. Despite his diminishing popularity (according to mainstream outlets), West is still moving forward with his plans for a 2024 presidential campaign, although his organization is still named Kanye 2020, a reference to his previous run for presidency.
Recent reports revealed that the treasurer of his campaign, Patrick Krason, resigned and alleged a "potentially serious criminal transaction" involving the Kanye 2020 campaign. Krason claimed that Yiannopoulos, a controversial figure, submitted falsified invoices for unlawful expenditures. To the left, this adds another layer of controversy to West's already damaged reputation, but it's unlikely to make a difference for anyone else in support of the "Power" artist.
Adidas Is Failing, But What Did They Expect?
Adidas, on the other hand, has been grappling with the fate of the millions of unsold Yeezy shoes since cutting ties with West. During the company's annual shareholders meeting, CEO Bjorn Gulden announced that Adidas plans to sell a portion of the remaining inventory and donate the proceeds to organizations affected by West's remarks. Gulden emphasized the need for a solution beyond simply destroying the unsold shoes.
Cutting ties with West has come at a high cost for Adidas, resulting in hundreds of millions of dollars in losses. The company reported a decline in net sales and a quarterly net loss, which has contributed to a class-action lawsuit from investors who claim that Adidas was aware of West's offensive remarks and harmful behavior before terminating the partnership.
Gulden acknowledged the impact of the Adidas-Yeezy partnership, calling it "sensational." Despite West's challenging persona, Gulden recognized his creativity and the global demand for the Adidas Yeezy line. However, the company lost this valuable partnership in a short span of time.
As Kanye West continues to forge his own path in the shoe industry, the success of his YZY SOCK SHOES remains uncertain to naysayers. Whether he can overcome the controversies surrounding his persona - he once shared his love for Jewish people after watching "21 Jump Street" - and find a way to bring his vision to market is a question that only time will answer, but we honestly don't think that Yeezy, on its own, is to flop.
On that note, Ye is still winning, change our minds!
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