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Parsing Yeezy's Wholesale Comeback, Birkenstock's Coming IPO, Fenty Reprise

Parsing Yeezy's Wholesale Comeback, Birkenstock's Coming IPO, Fenty Reprise

More news: VFC's Vans struggles to get its groove back, Hoka carries the day for Decker and Crocs' Heydude underachieves once again

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Lois Sakany
Aug 01, 2023
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Parsing Yeezy's Wholesale Comeback, Birkenstock's Coming IPO, Fenty Reprise
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Upcoming Adidas Yeezy launches | Photo: Adidas

Whether Adidas CEO Bjørn Gulden is that good or it’s just plain luck he arrived at Adidas and left Puma when he did, all of a sudden it appears the brands has a bunch of tiny little hooks to hang some little caps on. Samba is a thing, Yeeezy Day was a smashing success, Messi’s thrilling-beyond-belief winning goal was like a pink Adidas ad, Bad Bunny continues to resonate and sneaker culture is liking the Crazy 1 “Storm Trooper.”

Someone I was chatting with argued that all of these things are good, but they don’t add up to enough weaponry for Adidas to go to war with arch enemy Nike in a lasting way. We agreed that the coming Fear of God Athletics launch (which will likely be limited to Adidas direct until the spring) could become something meaningful, but at the moment, it remains a question mark.

Still, whether the positives may be weak sauce or not, they’re still something. And I like Gulden’s spirit. As a former professional soccer play…

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