Adidas AG generated about €400 million ($437 million) in sales from Yeezy shoes in the second quarter, roughly in line with revenue for the franchise in the prior year.
That boost already helped the German sports giant increase its financial targets for the year, and could further sweeten the picture as Adidas sells off more of its Yeezy inventory, the company said in a statement Thursday. The second batch sale began this week.
READ MORE: Adidas Plans Sale of Second Yeezy Batch to Eat Into Stockpile
New Chief Executive Officer Bjorn Gulden is trying to create an era of hot-selling sneakers and apparel at Adidas, which has for years has been beset by crises.
For now, Adidas continues to benefit from the cancelled Yeezy partnership with rapper and designer Ye, formerly known as Kanye West. Adidas terminated its collaboration agreement in October after he made a series of antisemitic remarks, leaving about €1.2 billion worth of sneakers in limbo.
