Njengoba sesivele sikutshelile, i-Adidas ibe nenkinga futhi enkulu. Ngemuva kokuphula isivumelwano sakhe noKanye West, isitokwe esikhulu se amateki ayezi Yanqwabelana ezinqolobaneni zayo, okubangele izindleko ezinzima ukuthi zithathwe onyakeni wokungathembeki kwenkampani. Ngenhlanhla, kubonakala sengathi inkampani yaseJalimane isivele iyazi ukuthi kufanele yenzeni ngezicathulo eziningi futhi isiqalile ukusebenza ukuyiphatha.
Isitoko esingqubuzanayo
U-Kanye West weqa umugqa ngo-Okthoba wonyaka odlule. Ngemuva kokuqhuma kaningi, utshani obuphule umhlane wekamela lwe-Adidas lwenzeka phakathi nesonto leParis Fashion Week, lapho umculi avela khona nesikibha esibhalwe ukuthi "White lives matter" ("the lives white matter"). Umlayezo, ulayishwe i-antisemitism, Yasebenzisa isiqubulo esidumile esithi "Black lives matter" (Black lives matter) esasidume ngenxa yezigameko eziningi zokucwasa ngokwebala ezazisenzeka e-US.
I-West, naphezu kokuba umuntu wemibala futhi okufanele asekele izimo zokubandlululwa nokucwasa ngokwebala, uye wembula izikhathi ezingaphezu kwesisodwa imicabango yakhe emelene namaSemite kanye nehembe lakhe, ibinzana eliye lagunyazwa amaqembu. abakholelwa kakhulu abamhlophe, babuya bazoyiqopha.
Kunjalo Adidas Unqume ukunciphisa ukulahlekelwa kwakhe nomrepha futhi ngemva kweminyaka engaphezu kweshumi yokusebenzisana, wayeka ukusebenza naye. Kodwa-ke, lokho kwaletha inkinga: isitokwe infinito de amateki ayezi, uphawu lwakhe, lwalugcinwe emashalofini ayengeke esadayiswa futhi ayebiza imali (yokugcina).
Ngenhlanhla, i-Adidas isivele isinqumile mayelana nokuthi benzeni ngabo. Futhi cha, ngeke azibhubhise noma anikele ngazo.
Ukuthengiswa kobumbano
Kungenzeka ukuthi inkampani yezemidlalo yenze isinqumo esingcono kakhulu. Inkampani inakho kuqinisekisiwe ukuthi uzothengisa i-inventory yakhe ye-Yeezy, enenani elingaphezu kwama-dollar ayizigidi eziyizinkulungwane ezingu-1.300, kodwa ukunikela ngenzuzo ezinhlanganweni ezigxile ekusizeni abantu abafana nalaba uKanye West abahlasele ngonyaka odlule ngokuphawula kwakhe.
Imodeli yokuqala ukubuyela emakethe kuyoba I-Yeezy Boost 350 "Pirate Black", ezokwenza ukubuya kwayo ukunqoba ngoMeyi 31, ngokusho kwe uhhafu we-hypebeast.
Lesi sithombe sesicathulo kule migqa- sethulwe ngo-2016 futhi sasidume kakhulu. Intengo yayo izokwehla kancane kunaleyo ebiyikho ngaphambi kokwephula isivumelwano neWest, ime ku-$200, esikhundleni sika-$230 ngaphambili. Namanje asazi ukuthi izobiza malini ngama-euro.
UBjørn Gulden, oyi-CEO ye-Adidas, usho lokhu okulandelayo: «Sikholelwa ukuthi lesi yisixazululo esingcono kakhulu njengoba sihlonipha imiklamo edaliwe nezicathulo ezikhiqizwayo, sisebenzela abantu bakithi, sixazulula inkinga ye-inventory futhi kuzoba nomthelela omuhle emiphakathini yethu.".
Ngaphandle kokungabaza, yisixazululo esingcono kakhulu esinganikezwa kule nkinga enkulu, ngoba ekugcineni benza ukuthi i-inventory ishabalale futhi abantu bazokwazi ukusebenzisa imali yabo bazi ukuthi imiselwe isizathu esihle.