Tuesday December 5, 2023

Yeezy Brand Flourishing With Adidas, Gap

  • Kanye West's Yeezy brand released its first item with Gap, a blue puffer jacket which soldout within hours.
  • Yeezy and Gap have a 10-year deal which began last year.
Kyle Terada-USA TODAY Sports/GAP/Design: Alex Brooks
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For Kanye West’s 44th birthday, he got an instant sellout for his latest clothing item.

West’s Yeezy Gap line released a light blue puffer jacket at $200. The unisex item was out of stock within hours. The line complements Yeezy’s other major apparel deal with adidas.

The jacket is the first release of a 10-year partnership between Gap and Yeezy. West’s brand is expected to receive royalties and possibly equity under the deal.

  • Swiss bank UBS estimated Yeezy’s brand value between $3.2 billion to $4.7 billion. West fully owns the company.
  • The partnership with Gap could be worth around $970 million of that total. Gap previously said it expects $150 million in sales from the brand tie-up in its first year. Gap is aiming for $1 billion in annual Yeezy Gap sales by 2025. 
  • Yeezy signed its shoe deal with adidas in 2013 after leaving Nike the previous year. The Yeezy-adidas line has benefited both sides, bringing in nearly $1.7 billion in revenue last year.  
  • Yeezy earns 15% on all shoe sales from its adidas line. The deal runs through 2026.

Last October, West publicly lobbied for board seats at both adidas and Gap, calling out both companies for a lack of diversity on their boards.

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