{"id":582696,"date":"2023-03-13T00:00:00","date_gmt":"2023-03-13T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2023\/03\/13\/after-the-kanye-burn-adidas-is-being-more-selective-with-its-celebrity-partners-african-designers-are-tackling-the-problem-of-secondhand-clothing-from-the-west\/"},"modified":"2023-03-13T00:00:00","modified_gmt":"2023-03-13T00:00:00","slug":"after-the-kanye-burn-adidas-is-being-more-selective-with-its-celebrity-partners-african-designers-are-tackling-the-problem-of-secondhand-clothing-from-the-west","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2023\/03\/13\/after-the-kanye-burn-adidas-is-being-more-selective-with-its-celebrity-partners-african-designers-are-tackling-the-problem-of-secondhand-clothing-from-the-west\/","title":{"rendered":"After the Kanye burn, Adidas is being more selective with its celebrity partners + African designers are tackling the problem of secondhand clothing from the West"},"content":{"rendered":"

<\/span>Adidas recalibrates its focus following Kanye West split: <\/span>Rethinking revenue streams<\/span> following the end of its lucrative partnership with Kanye West, Adidas plans to refocus on its core business and return to its sports-based roots, CEO Bjorn Gulden said last week, according to<\/span><\/a><\/span>Reuters<\/a><\/span>. \"You will see us invest in more sports, and be wider again than we have been, because that is also the DNA of this company,\" said Gulden, who has undertaken rebuilding the brand after taking the reins in January. Gulden also said Adidas would continue to partner with not only athletes, but also artists and celebrities, which would provide avenues for lifestyle brands. <\/span><\/p>\n

Careful curation is the name of the game: <\/span>Moving forward, Adidas should cautiously select its<\/span> partners and the selection of less \u201crisky\u201d celebrity partners is just as important as diversification, research analysts and advisors tell Reuters. \u201cPartnerships with celebrities clearly play a big role, but there is a risk because the person you partner with can go off the rails,\u201d says retail advisory firm Ortelli & Co\u2019s managing director.<\/span><\/p>\n

A costly break-up:<\/span> The sportswear giant <\/span>severed ties with Ye<\/a><\/span>, formerly known as Kanye West,<\/span> in October after the rapper made a string of<\/span><\/a><\/span>antisemitic comments<\/a><\/span>. The split saw Adidas terminate its brand Yeezy, which generated as much as<\/span><\/a><\/span>7% of total revenues<\/a><\/span> in its best-performing years, according to analyst estimates.<\/span><\/p>\n

<\/p>\n

\n

<\/span>African designers are taking a new approach to upcycling:<\/span> As fast fashion increases the<\/span> amount of used clothing arriving in countries like Ghana, Kenya and Uganda from the West, some African designers have begun riffing on the idea of returning reappropriated items to the places they came from \u2014 with a steep price tag to match, says the <\/span>Financial Times<\/a><\/span>. Ugandan designer <\/span>Bobby Kolade<\/a><\/span> creates four clothing collections a year called Return to Sender made of deconstructed and reworked items sold internationally from his online store starting at USD 180 per piece. Ghanaian designer Yayra Agbofah makes tote bags from recycled denim that are sold at London\u2019s Victoria and Albert Museum shop. \u201cWhat would give me a lot of fulfillment is if I knew that somebody is buying this T-shirt because they find it cool,\u201d said Kolade, \u201cnot because they can tell that it\u2019s been recycled or repurposed.\u201d<\/span><\/p>\n

Close to 40% of \u2018obroni wawu\u2019 \u2014 or dead white man\u2019s clothes \u2014 that end up in African<\/span> markets will go to landfill<\/span>, says environmental justice nonprofit the <\/span>Or Foundation<\/a><\/span>. Designers who spoke to the FT said they want governments to implement legislation that would limit the mns of tons of garments sent to their countries, calling for the Global North to take accountability for their waste. \u201cEvery time there\u2019s a presidential election [in the US], it\u2019s reflected here,\u201d said Kolade, who has a personal collection of Trump T-shirts. Designers also said that with the rise of fast fashion and thrifting in the West, the quality of the clothes being sent to their countries is declining.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Adidas is rebuilding its brand and rethinking celebrity partners.<\/p>\n","protected":false},"author":1,"featured_media":582697,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7215],"tags":[633,8297,638,368],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-582696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-for-your-commute","tag-enterprisepm","tag-fashion","tag-for-your-commute","tag-sustainability","wpautop","entry"],"acf":{"mongo_id":"9abe69a0-302d-43df-be80-ecddd4575ebe","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2023\/3\/Yeezy-1600px.jpg","photo_position":"below","homepage_title":"","full_issue_title":"","related_issue":[582691],"teaser":"Adidas is rebuilding its brand and rethinking celebrity partners.","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2023\/3\/.d78f3f2d-09cd-49cc-8832-2e4ef14fbc44.mp3"},"yoast_head":"\nAfter the Kanye burn, Adidas is being more selective with its celebrity partners + African designers are tackling the problem of secondhand clothing from the West - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2023\/03\/13\/after-the-kanye-burn-adidas-is-being-more-selective-with-its-celebrity-partners-african-designers-are-tackling-the-problem-of-secondhand-clothing-from-the-west\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"After the Kanye burn, Adidas is being more selective with its celebrity partners + African designers 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Coined by US sociologist Mark Granovetter almost 50 years ago, the term \u201cweak ties\u201d refers\u2026","rel":"","context":"In "FOR YOUR COMMUTE"","block_context":{"text":"FOR YOUR COMMUTE","link":"https:\/\/enterpriseam.com\/egypt\/category\/for-your-commute\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2022\/10\/500.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":622881,"url":"https:\/\/enterpriseam.com\/egypt\/2018\/10\/15\/trump-kanye-west-meeting-breaks-the-internet\/","url_meta":{"origin":582696,"position":2},"title":"Trump-Kanye West meeting breaks the internet","author":"enterpriseam admin","date":"15 October 2018","format":false,"excerpt":"The Donald invited rapper Kanye West to the White House to discuss \u2014 of all things \u2014 domestic and foreign policy. Showing up in a red \u201cMake America Great Again\u201d cap, Kanye expressed his strong support for the US president. \u201cWhen I put this hat on, it made me feel\u2026","rel":"","context":"In "Worth watching"","block_context":{"text":"Worth watching","link":"https:\/\/enterpriseam.com\/egypt\/category\/lifestyle\/worth-watching\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2018\/10\/157.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":614892,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/02\/08\/is-kanye-west-planning-a-concert-in-egypt-plus-apple-is-still-tinkering-with-foldable-phones\/","url_meta":{"origin":582696,"position":3},"title":"Is Kanye West planning a concert in Egypt? Plus: Apple is (still) tinkering with foldable phones","author":"enterpriseam admin","date":"8 February 2024","format":false,"excerpt":"West\u2019s potential stop in Egypt comes after rapper Travis Scott\u2019s concert was canceled last year","rel":"","context":"In "FOR YOUR COMMUTE"","block_context":{"text":"FOR YOUR COMMUTE","link":"https:\/\/enterpriseam.com\/egypt\/category\/for-your-commute\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/2\/718.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":637083,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/11\/07\/egypts-world-cup-kit-leaked\/","url_meta":{"origin":582696,"position":4},"title":"Egypt\u2019s World Cup kit leaked","author":"enterpriseam admin","date":"7 November 2017","format":false,"excerpt":"The kit Egypt\u2019s national football team will be wearing has reportedly been leaked online, according to Footy Headlines. \u201cEgypt's kits for the 2018 World Cup are all but confirmed to be made by Adidas. They should be released in November 2017,\u201d the sports website says.","rel":"","context":"In "Sports"","block_context":{"text":"Sports","link":"https:\/\/enterpriseam.com\/egypt\/category\/industries\/_newspack_sports\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2017\/11\/1061.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":543589,"url":"https:\/\/enterpriseam.com\/egypt\/2022\/02\/08\/australia-reopens-to-vaccinated-tourists-1-in-3-turkish-lawmakers-has-covid\/","url_meta":{"origin":582696,"position":5},"title":"Australia reopens to vaccinated tourists + 1 in 3 Turkish lawmakers has covid","author":"enterpriseam admin","date":"8 February 2022","format":false,"excerpt":"The Health Ministry reported 2,272 new covid-19 infections yesterday, down from 2,301 the day before. Egypt has now disclosed a total of 441,923 confirmed cases of covid-19. The ministry also reported 57 new deaths, bringing the country\u2019s total death toll to 22,993.The vaccine tally: 27,398,696 people are now fully vaccinated\u2026","rel":"","context":"In "COVID WATCH"","block_context":{"text":"COVID WATCH","link":"https:\/\/enterpriseam.com\/egypt\/category\/covid-watch\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/582696","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=582696"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/582696\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/582691"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/582697"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=582696"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=582696"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=582696"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=582696"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=582696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}