Njengoko sele sikuxelele, i-Adidas yayinengxaki kwaye inkulu. Emva kokuphula isivumelwano sakhe kunye ne-Kanye West, isitokhwe esikhulu se iiteki yeezy Iqokelelwe kwiindawo zayo zokugcina, ibangela iindleko ezinzima ukuba zicingelwe ngonyaka we-doldrum kwinkampani. Ngethamsanqa, kubonakala ngathi i-firm yaseJamani sele iyazi into enokuyenza ngezihlangu ezininzi kwaye iqalise ukusebenza ukuyilawula.
Isitokhwe esiphikisanayo
Kanye West wawela umgca ngo-Okthobha wonyaka ophelileyo. Emva kokuqhuma okuninzi, i-straw eyaphula umqolo wenkamela ye-Adidas yenzeke ngexesha leVeki yeMfashini yaseParis, apho umculi wabonakala ephethe i-T-shirt efundeka "White lives matter" ("izinto ezimhlophe eziphila"). Umyalezo, ulayishiwe I-antisemitism, Yasebenzisa isilogeni esidumileyo esithi "Ubomi boMnyama ngumcimbi" (Ubomi boMnyama yinto) eyaye yaduma ngenxa yeziganeko ezininzi zobuhlanga ezazisenzeka e-US.
I-West, nangona ingumntu webala kwaye ngubani omele axhase ngakumbi iimeko zokucalulwa kunye nobuhlanga, uye watyhila ngaphezu kwesihlandlo esinye iingcamango zakhe ezichasene namaSemite kunye nehempe yakhe, ibinzana lakhe eliye lalungiswa ngamaqela. abantu abakholelwa kwimilinganiselo ephakamileyo abamhlophe, babuyela ukuyirekhoda.
Kunjalo ke adidas Uthathe isigqibo sokunciphisa ilahleko yakhe kunye ne-rapper kwaye emva kweminyaka engaphezu kweshumi yokusebenzisana, wayeka ukusebenza naye. Kodwa ke, oko kuzise ingxaki: isitokhwe infinito de iiteki yeezy, uphawu lwakhe, lugcinwe kwiishelufu ezingasayi kuthengiswa kwaye ezibiza imali (yokugcina).
Ngethamsanqa, i-Adidas sele yenze isigqibo malunga nokuba yenzani nabo. Yaye hayi, akayi kuzitshabalalisa okanye anikele ngazo.
Intengiso yomanyano
Kusenokwenzeka ukuba inkampani yezemidlalo yenze esona sigqibo sifanelekileyo. Inkampani iye iqinisekisiwe ukuba uya kuthengisa uluhlu lwakhe lwe-Yeezy, oluxabisa ngaphezu kwe-1.300 yeebhiliyoni zeedola, kodwa ukunikela ngeenzuzo kwimibutho egxile ekuncedeni ngokuchanekileyo abantu abafana nabo uKanye West wabahlasela kunyaka ophelileyo ngamagqabaza akhe.
Imodeli yokuqala yokubuyela kwimarike iya kuba yi Yeezy Boost 350 "Pirate Black", eya kwenza imbuyekezo yayo yoloyiso ngoMeyi 31, ngokutsho isiqingatha se-hypebeast.
Lo mfanekiso wesihlangu kule migca- waphehlelelwa ngo-2016 kwaye wawuthandwa kakhulu. Ixabiso layo liya kuba ngaphantsi kancinci kunokuba lalinjalo ngaphambi kokwaphula isivumelwano kunye neNtshona, emi kwi-200 yeedola, endaweni ye-230 yeedola ngaphambili. Asazi ukuba iya kubiza ntoni na ngee-euro.
UBjørn Gulden, i-CEO ye-Adidas, uthethe oku kulandelayo: «Sikholelwa ukuba esi sesona sisombululo silungileyo njengoko sihlonipha ukuyila okwenziwe kunye nezicathulo eziveliswayo, zisebenzela abantu bethu, zisombulula ingxaki ye-inventory kwaye iya kuba nefuthe elihle kuluntu lwethu.«.
Ngaphandle kwamathandabuzo, sesona sisombululo silungileyo esinokunikwa le ngxaki inkulu, kuba ekugqibeleni benza ukuba uluhlu lwempahla lunyamalale kwaye abantu baya kuba nakho ukuchitha imali yabo besazi ukuba imiselwe isizathu esihle.