A new controversy hits Kanye West or, rather, the American rapper and producer now called Ye, who has been in the eye of the hurricane for weeks after starring in a series of controversial episodes.
After the 45-year-old artist put clothes on sale with the legend “White Lives Matters” (“White lives matter”) in a kind of mockery of the anti-racism movement Black Lives Matters (Black lives matter) and made comments against the Jews, following the example of Balenciaga, Adidas decided to break relations with immediate effect with the interpreter of stronger.
Through a statement issued on October 25, the German sportswear brand officially announced the commercial break with Kanye West:
Adidas does not tolerate anti-Semitism and any other type of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous and violate the corporate values of diversity and inclusion, mutual respect and fairness.
In addition, Adidas stated that it estimates that the end of the partnership with Yeezy (Kanye’s brand) will negatively impact the company’s net income in 2022, specifically, with 250 million dollars, although it added that it expects the fall to be short.
Following the breakup of the business relationship between the rapper and the sports brand, sales and production of Yeezy products stopped, as well as payments to their companies.
In 2013, Adidas began working with Kanye West. Three years later, the German multinational company signed a contract with him for the production and distribution of products from the rapper’s fashion collection.
It is worth mentioning that Adidas previously stated that the partnership with Kanye had a significant impact on the brand’s business activities as it is one of the most successful relationships in its history.
Still, in recent months, Kim Kardashian’s ex has taken to publicly criticizing the company, as well as other major brands it has business deals with, including Gap.
Recently, Ye told CNBC that Adidas copies their ideas. In addition, he often complained about the brand on social media, especially CEO Kasper Rorsted and other members of management.
If other brands adopt the same policies as Balenciaga and Adidas, the situation seems complicated for Kanye, who, according to the US portal TMZ, would have turned to the well-known law firm Brown Rudnick, from which Camille Vásquez, Johnny Depp’s lawyer in the trial against his ex Amber Heard, he is part, in order to manage his “interests” after his recent commercial breakups.