Passing along results from a survey we fielded during the past week to glean insight into how consumers will respond to Adidas and Kanye West splitting. Please let us know if you have any questions about the slides.
Open Report:Bespoke – Yeezy Survey (November 2022)
Key Takeaways and Charts:
- Consumers have a worsened opinion of Kanye West and the Yeezy brand.
- Respondents actually have a modestly improved opinion of the Adidas brand overall, and indicate a boost in positive sentiment of Adidas because of the Kanye split.
- There is mixed color on the path forward for Yeezy looking product; on the one hand, a plurality of respondents say Yeezy’s were desirable mostly because they were associated with Kanye. However, we would also note that there is interest among respondents in buying Yeezy products under the Adidas logo at a lower price (especially from respondents who already own Yeezy product).
- Respondents who said Yeezy’s were desirable a year ago were most likely to flag that Yeezy’s are desirable because they are associated with Kanye. In contrast, respondents who say Yeezy’s are desirable now are more likely to say they are desirable because of the look/style of the product.