Adidas, the German sportswear company, made the decision to end its nearly ten-year collaboration with US singer and fashion designer Kanye West, now legally known as Ye.
Adidas said in an official statement that “after a thorough review, the company has taken the decision to terminate the partnership with Ye immediately, end production of Yeezy branded products, and stop all payments to Ye and his companies.”
Adidas made the decision after the West’s divisive words drew considerable criticism
Adidas made the decision after the musician’s most recent divisive words drew considerable criticism from a number of Jewish rights organizations.
On October 20, Anti-Defamation League CEO Jonathan Greenblatt tweeted, “Really, @adidas? You continue to partner w/ Ye as he spreads vile #antisemitism AND release his product as we approach the anniv. of the deadliest attack on Jewish people in US history. Are you really this ignorant? Or simply indifferent? #RunAwayFromHate”
Adidas decided to sever its relationship with Kanye West after he published a number of anti-semitic comments this month,
On October 7, he published a statement on Instagram that seemed to imply that P. Diddy, another popular US rapper, was under the influence of Jews. He was probably alluding to the antisemitic myth that Jews control the world’s financial system.
After Instagram blocked his account for breaking its rules, West took to Twitter to threaten to “go death [sic] con 3 On JEWISH PEOPLE” It was perhaps in reference to DEFCON, the US military’s defense-ready level.
Stating that he couldn’t be anti-semitic because black people are also Jewish, he tweeted, “You guys have toyed with me and tried to black ball anyone whoever opposes your agenda.” Subsequently, Twitter also locked its account for violating its guidelines.
The partnership’s dissolution will cost the firm almost €250 million
On Tuesday, Adidas stated that it “does not tolerate antisemitism and any other sort of hate speech,” adding that Kanye West’s “recent comments and actions have been unacceptable, hateful and dangerous.”
According to Adidas’ announcement, the partnership’s dissolution will cost the firm almost €250 million in net income this year. This comes weeks after Kanye West made the remarks.
According to The New York Times, the Adidas Yeezy fashion partnership between Kanye West and the German sportswear juggernaut famed for his pricey footwear and apparel is thought to be worth billions and has been extremely successful for both sides.
Other brands join Adidas in cutting ties with Kanye West
Adolf and Rudolf Dassler, the brothers who founded Adidas, had close ties to the Nazi Party, and the firm would probably wish to disassociate itself from any current anti-Semitic associations.
Kanye West’s latest controversy started earlier this month when he appeared at the Paris Fashion Week wearing a “White Lives Matter” t-shirt. He was joined by conservative television host Candace Owens, who was also sporting a t-shirt bearing the same slogan.
The statement, which gained popularity in response to the Black Lives Matter movement in the US, has been used as a “hate slogan” by white nationalist organizations.
Adidas announced on October 6 that it was reviewing its relationship with Kanye West in the wake of the event.
Last week, the French design house Balenciaga also broke off its association with Kanye West. MRC studio just declared that it would not continue with a documentary it was filming about the artist, and he was also dumped by his talent agency, CAA.
Kanye West made a bid to buy Parler, a platform for right-wing social media, last week after Instagram and Twitter deactivated his accounts.
