What triggered Adidas’ discomfort?
The controversy caused by the appearance of the rapper during Paris Fashion Week with a T-shirt with the legend “white lives matter” (white lives matter), a clear parody of the anti-racism movement in the United States, reports the BBC . The movement that gained great national notoriety from the case of George Floyd in Minneapolis.
The German firm has not commented specifically on this garment, but it does say in its statement that “successful partnerships are based on mutual respect and shared values.” For his part, West has responded on Instagram and claims that the firm has “stolen” his designs, although he has later deleted that post, in which he proclaimed “I am Adidas”.
Kanye West’s decision to wear a “White Lives Matter” shirt is disgusting, dangerous, and irresponsible. Some of y’all will rush to defend him. You should ask yourself why… pic.twitter.com/YT4a6c9tKI
— Marc Lamont Hill (@marclamonthill)
October 3, 2022
This situation escalated after the accusation against this piece with the “white lives matter” was Gabriella Karefa-Johnson, editor of Vogue, who pointed out that the “hugely irresponsible” joke. In response to the criticism, West made fun of her looks, especially her weight.
It should be noted that the Yeezy shoe collection, a product of the collaboration between Kanye West and Adidas, is currently one of the most successful of the sports fashion firm and is at risk after almost a decade. Less than a month ago, West’s legal team announced to fashion brand Gap that the rapper will no longer work with that label.