Ekupheleni konyaka ophelileyo, adidas Wenza isigqibo esinzima (kodwa esichanekileyo): ukwaphula ubudlelwane bakhe nemvumi ephikisanayo Kanye West emva kweminyaka eyi-9 yekhontrakthi. Isizathu? Ukuphuma kokugqibela kwemvumi enentsingiselo ecacileyo yobuhlanga. Ifem yaseJamani sele ibhengeze ukuba oku kuya kubandakanya ilahleko enkulu yezoqoqosho, kodwa masithi ngoku kuye kwafuneka ijongane nenyani kunye nazo zonke ezo zigidi zihla kwindlu yangasese. Singasathethi ke, isixa esikhulu se impahla leyo iqokelela ukusuka iiteki yeezy.
uqhawulo-mtshato oluyimfuneko
Ngaphandle kweminyaka yobudlelwane bokusebenza, inkampani yaseJamani Izicathulo ze-Adidas wagqiba, ngoNovemba 2022, ukuba abhengeze ukuba isivumelwano sakhe nemvumi Kanye West yayifikelela esiphelweni. Umzobi wawuwele umgca-ke, eneneni, wayesele ekwenzile amaxesha amaninzi ngamagqabaza akhe achasene namaSemite - ngokubonisa kumsitho enxibe iT-shirt efundeka ngolu hlobo. "White Lives Matter". Lo myalezo wawusisigculelo esicacileyo sesiqubulo esithi "Ubomi boMnyama umbandela" oye wathandwa kakhulu kwiminyaka yakutshanje ngenxa yocalucalulo olubi ukuba abantu abamnyama bayaqhubeka behlupheka e-US.
Okona kubi kakhulu, umsitho ngokwawo wawuyiparade eyothusayo Adidas, ukukhuthaza uluhlu lwakhe lweeteki ze-Yeezy, ezaziququzelelwe ngexesha leveki enkulu yefashoni eParis, ngoko ke onke amaphephandaba ayekhona ukubamba umzuzu onjalo. Le yayiyeyomququ owaphula umqolo wenkamela ukuze inkampani yeempahla zemidlalo igqibe kwelokuba yahlukane neNtshona, nto leyo, ekuqikelelwa ukuba yayiya kukhokelela kwilahleko engaphezu kwezigidi ezingama-250 kwikota elandelayo.
Akukho nto yakwenza nezixa-mali ezikrwelwe ngombala obomvu ngoku kwiiofisi zophawu. Inkampani ngoku ibambe a I-YoY yehla ye-441 yezigidi zeedola kunye noloyiko lokuba inokufikelela kwi-635 yezigidi zeedola. Kwaye oku akubali i-500 yezigidi kwizabelo ze-Yeezy ezingathengiswanga.
Kwaye intaba yeeteki kwindawo yokugcina impahla
Ukongeza kwinani elibi lenkampani - abayibonanga into enje ngaphezulu kweminyaka engama-30 yeshishini - i-Adidas ijongene nenye ingxaki: ayiyazi into enokuyenza ngesihogo. isixa esikhulu sesitokhwe leyo iqokelela kwintsapho ye-Yeezy. Ixabiso leseti liqikelelwa kwi-500 yezigidi zeedola kwaye lisajonge ukuba yeyiphi indawo yokulinika:
«Sinokuyithengisa imveliso ngexabiso... Sinokuyithengisa ngemayini encinci kwaye sikhuphe intshinyela yezipho ezahlukeneyo… Injongo esinayo kukwenza okona kubonakala kungenzakalise kancinane, kwaye senze okulungileyo.", Injongo UBjørn Gulden, owayesakuba yi-CEO yePuma kwaye ngoku i-CEO ye-Adidas.
nikela kwi caridad Ayisiyiyo inketho nokuba, kuba kukho umngcipheko wokuba iphelela kwizandla ezingalunganga kwaye ithengiswe kwakhona kwimakethi esesibini ukwenza inzuzo. Ewe, uye wacinga "ukuguqula isimo" izihlangu ngaphambi kokuba anikele ngazo ukuze aphephe izenzo ezimbi, kodwa ke, oku kuya kubandakanya iindleko ezongezelelweyo kwaye i-Adidas ayikho kwimeko yokongeza iindleko ezongezelelweyo ...
Enjani ivoti.