The rise and fall of Yeezy Gap

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What happened to Yeezy Gap?

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In 2020, a single tweet announcing a partnership between Kanye West and Gap added over $1 billion in market value to the retailer in just one day . Investors believed The rise and fall of Yeezy Gap would become a legendary comeback story — a struggling mall brand revived by one of the most influential cultural figures of the 21st century.

This Yeezy Gap documentary breaks down how a 10-year deal, projected to generate over $1 billion in revenue, unraveled in less than two years.

At the time of the partnership, Gap was in decline. Sales had fallen from $13.7 billion at its peak to $4.7 billion by 2019 . Fast fashion competitors like Zara and H&M were outpacing the company, malls were dying, and brand identity had faded. Kanye West, fresh off a wildly successful Adidas collaboration that reportedly generated $1.7 billion in additional revenue, seemed like the perfect catalyst for reinvention .

The early results looked promising. The Round Jacket generated $7 million in preorders overnight . The $90 Yeezy Gap hoodie became one of the most successful items in the company’s 52-year history . Seventy percent of buyers were new customers to Gap .

But behind the scenes, tensions mounted.

Board seat demands. Manufacturing disputes. Missed rollout timelines. Price point conflicts. Culture clashes between a legacy corporate retailer and a celebrity founder known for unpredictability.

Then came the controversies.

Public outbursts. Social media escalations. The “White Lives Matter” shirt at Paris Fashion Week. Anti-Semitic comments. Adidas terminated its partnership. Balenciaga cut ties. Financial institutions severed relationships.

Gap had no choice but to walk away.

By November 2022, the company reported a $53 million impairment charge tied directly to unsold Yeezy Gap inventory . The stock fell 65% from 2022 levels . Layoffs followed. Leadership changed. And the brand was once again searching for identity.

This business breakdown explores:

– Why the partnership made strategic sense on paper
– How operational misalignment destroyed execution
– The risks of celebrity-driven turnarounds
– What corporate leaders can learn about incentives, governance, and cultural fit
– Why choosing the right partners may be the most important decision in business

The rise and fall of Yeezy Gap is ultimately a case study in deal fever, brand risk, and the cost of misaligned incentives.

For founders, operators, and investors, the lesson is clear: not every lifeline leads to survival.