By Helen Reid

LONDON (Reuters) -Adidas, burnt by the tip of its tie-up with the artist previously often known as Kanye West, wants a brand new focus however ought to suppose extra tactically about contemporary movie star partnerships and never rely a lot on one character, trade specialists mentioned.

New chief govt Bjorn Gulden on Wednesday stood by the corporate’s choice to chop ties with the rapper, often known as Ye since 2021, but in addition pointed to the distinctive worth of the Yeezy shoe model, which grew to become a key revenue driver.

Sportswear companies have for years labored with celebrities, in profitable however doubtlessly dangerous offers. Chatting with reporters on Wednesday, Gulden mentioned Adidas (OTC:) would preserve partnering not simply with athletes however celebrities and artists.

“It isn’t a matter of both/or, you need to do each,” he mentioned. “You construct credibility as a efficiency model by being with athletes, however there’s only a few athletes that you are able to do way of life with.”

Gulden did, nonetheless, trace at a change of emphasis at Adidas, saying the corporate must refocus on its core.

“You will notice us spend money on extra sports activities, and be wider once more than we now have been, as a result of that can also be the DNA of this firm,” he mentioned.

Gulden, who took the reins on Jan. 1, has pledged to show Adidas round after it warned of a doable 700 million euro working loss this 12 months because of slicing ties with Ye.

The size of the hit shocked traders as Adidas had not beforehand disclosed the income generated by Yeezy, the results of what the corporate mentioned in 2016 was “probably the most important partnership ever created between a non-athlete and an athletic model”.

Six years after calling Ye a “inventive pioneer” with “visionary creativeness”, Adidas ended the collaboration citing “unacceptable, hateful and harmful” feedback made by the star on social media and in interviews beginning in October final 12 months.

In studying from this episode, Adidas may very well be extra cautious in choosing celebrities to companion with, and ensure it spreads its bets, mentioned Cristina Fernandez, senior analysis analyst at Telsey Advisory Group in New York.

“To me it is about diversification, but in addition about that particular movie star or athlete possibly not being as dangerous as this one was.”

One instance of a long-lived and profitable relationship is the 38-year partnership between U.S. sportswear large Nike (NYSE:) and Michael Jordan for the Air Jordan line of basketball sneakers and clothes.

The Jordan model introduced in $5.1 billion of gross sales in Nike’s 2022 fiscal 12 months, up 7% from 2021, based on the corporate’s 2022 annual report.

Whereas Adidas has labored with celebrities together with Beyonce, Pharrell Williams, Stella McCartney and Rita Ora, and final month launched a brand new label with actor Jenna Ortega, the Yeezy line has been probably the most profitable.

“Partnerships with celebrities clearly play an enormous position, however there’s a threat as a result of the individual you companion with can go off the rails,” mentioned Mario Ortelli, managing director at luxurious and high-end retail advisory agency Ortelli & Co.

    Ortelli mentioned Adidas has been spreading itself too thinly with movie star partnerships and collections with manufacturers together with Balenciaga, Gucci, Prada (OTC:), and Moncler.

Gulden mentioned model tie-up bulletins have been delayed as a result of pandemic, leading to a number of being unveiled in fast succession.

“We are going to work with model companions sooner or later, however in all probability not 4 inside 18 months,” he mentioned.

On the entire, traders again Gulden, beforehand CEO of neighbour and rival Puma, to show Adidas round: its shares are up 23% since his appointment on Nov. 8.

“The CEO has come from a narrative of implausible progress [at Puma],” mentioned Ortelli. “Let’s have a look at if he could make the identical magic at Adidas.”