Adidas Sells Out Yeezy Stock, Cuts Jobs, and Sets Sights on Growth in 2025
Adidas has officially cleared its shelves of all Yeezy inventory, a move that closes a significant chapter in the company’s history while paving the way for a bold new direction. In its latest earnings release, the sportswear giant revealed that it sold the last of its Yeezy stock in the fourth quarter of 2024, generating an impressive 650 million euros ($705 million) in revenue and 200 million euros in profit. This milestone marks the end of a multi-year saga that began when Adidas terminated its partnership with Ye, formerly known as Kanye West, in 2022. Alongside this achievement, CEO Bjørn Gulden announced major operational shifts, including the elimination of 500 jobs at the company’s headquarters and a strategic push to localize operations for sustained growth in 2025.
Adidas Yeezy Sales: A Profitable Farewell
Adidas’ decision to offload its remaining Yeezy inventory in Q4 2024 proved to be a financial win. The final sales raked in 650 million euros in revenue and added 200 million euros to the company’s profit for the year. This move not only cleared out stock tied to the controversial Ye partnership but also capped off a journey that began with the brand’s split from the artist in 2022.
The Yeezy chapter’s closure coincided with a robust financial performance for Adidas in 2024. The company reported an 11% increase in full-year revenue, reaching 23.7 billion euros, while Q4 saw a remarkable 24% surge to approximately 6 billion euros. Even more notably, Adidas returned to profitability, posting a net income of 824 million euros from continuing operations. These figures align with the preliminary results shared last month, underscoring the brand’s ability to thrive amid significant transitions.
With CFO Harm Ohlmeyer confirming that “not one Yeezy shoe” remains in stock, Adidas is now free to shift its focus entirely to future growth—without relying on the once-lucrative Yeezy line.
Adidas Job Cuts: Streamlining for Efficiency
As part of its transformation, Adidas is making tough but strategic decisions about its workforce. CEO Bjørn Gulden revealed that up to 500 roles at the company’s headquarters in Herzogenaurach, Germany, are now considered “obsolete.” This reduction is a key component of Adidas’ push to simplify operations and empower local markets to take charge of their own success.
To ease the transition, Adidas has rolled out a voluntary leave program for employees. However, Gulden cautioned that if not enough staff opt in, the company will proceed with involuntary layoffs to meet its target. “You don’t win the popularity prize when you do that,” Gulden acknowledged during a call with analysts, “but it is necessary” to reset the business for long-term success.
This restructuring reflects Adidas’ new operating model, which prioritizes decentralization. Rather than having headquarters dictate every move—like deciding which shoes to sell in distant markets—the company is placing greater trust in regional leaders. “We don’t need rules for everything when you trust people,” Gulden emphasized, highlighting how bureaucracy has hindered agility. By cutting complexity and empowering local teams, Adidas aims to become a leaner, more responsive competitor on the global stage.
Adidas Growth in 2025: A New Chapter Without Yeezy
Looking ahead, Adidas is gearing up for continued growth in 2025, even as it navigates the absence of Yeezy-driven revenue. Without that stock to bolster sales, the company anticipates a dip in revenue growth compared to 2024. Still, Adidas remains optimistic, projecting high-single-digit revenue increases for the year—a testament to its confidence in its core offerings and strategic overhaul.
This optimism is partly fueled by an opportunity to gain ground in a volatile market. “The big competitor is struggling,” Gulden noted, subtly referencing Nike’s recent challenges. Adidas sees a window to capture market share while its rival recalibrates, especially in key regions like the U.S. To capitalize on this, the company is establishing creative hubs in Portland and Los Angeles, aiming to craft products and campaigns that resonate more deeply with American consumers.
While Gulden admitted that overtaking Nike in the U.S. isn’t realistic—“that’s an illusion” given the competition’s dominance—he believes Adidas can significantly bolster its presence. “We can definitely grow and become much, much stronger in the U.S. than we have historically been,” he said. This localized approach, paired with a streamlined operating model, positions Adidas to compete more effectively worldwide.
Adidas vs. Nike: Seizing the Moment
Adidas’ transformation comes at a pivotal time in the sportswear industry. With Nike grappling with its own hurdles, Adidas is poised to strengthen its foothold in markets where it has historically lagged. The decision to decentralize operations and invest in regional creativity—particularly in the U.S.—signals a shift toward agility and relevance.
Gulden’s vision is clear: reduce headquarters’ control, trust local leaders, and focus on what works in each market. Whether it’s designing shoes for a city halfway across the globe or tailoring marketing to regional tastes, Adidas is betting on this flexibility to drive growth. The 500 job cuts, while tough, are framed as a necessary step to shed excess complexity and unlock the brand’s full potential.
Adidas’ Bold Path Forward
Adidas has turned the page on its Yeezy era, delivering a strong financial performance in 2024 while setting the stage for a reimagined future. By selling off its final Yeezy stock, cutting redundant roles, and embracing a localized operating model, the company is positioning itself for high-single-digit growth in 2025. As it seizes opportunities to outmaneuver struggling competitors like Nike, Adidas is proving that adaptability and trust in its teams are key to staying ahead in a fast-evolving industry.
Whether you’re searching for updates on “Adidas Yeezy,” “Adidas revenue,” or “Adidas growth plans,” one thing is certain: this iconic brand is ready to step confidently into its next chapter.