Yesterday, adidas released its 2015 annual report which included praise for Kanye West's Yeezy collaborations, saying the sneakers created "unprecedented brand momentum." Now, in a recap of adidas Group CEO Herbert Hainer's analyst call courtesy of Marketing Week, we're learning that the Yeezys helped the Three Stripes thrive in America, an area where it has long struggled.
"The collaboration with Kanye has elevated our brand perception in the U.S. and beyond," Hainer said, adding that the brand is forecasting double figure growth in 2016. Furthermore, Hainer says that adidas will continue to push Yeezy Boost releases to further build off the momentum they've created here in the States. "The shoe is making adidas stand for something unique," Hainer said.
Hainer's not just blowing smoke, either. In the fourth quarter of 2015, adidas' numbers jumped by 15 percent with $4.5 billion in sales, including 12 percent growth in North America alone.
"Our 2015 performance is a picture-perfect example of a successful comeback in sport," Hainer said.
Visit Marketing Week for a full recap of yesterday's anaylyst call.