Is Kanye West purposely destroying his relationships with major international brands? The latest in the ‘Ye’ saga is the decision by Adidas to terminate its partnership with the ‘Jesus Walks’ rapper over antisemitic comments made in recent time
The company, in a statement said ““Adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.”
The move by the sportswear company is estimated to affect its bottom line by up to €250 million ($246 million) this year alone, according to Adidas on Tuesday.
Seven years ago, Kanye kicked off his collaboration with Adidas, delivering the Adidas Yeezy to eager sneakerheads. The decision by Adidas will see the company stop producing Yeezy branded products and cancel all payments to Kanye’s companies, with immediate effect. The company further warned that Adidas is the sole owner of all design rights under the partnership agreement. This can be viewed as a warning to the rapper, should any attempt be made by his team to reproduce with a new manufacturer
This all comes after ‘Ye repeatedly attacked the Jewish community, posting on social media that, among other things, he planned to go “death con 3 on Jewish people.” This was followed by an appearance on Revolt TV’s “Drink Champs” talk show where he went on an antisemitic rant.
Since West’s repeated antisemitic remarks he has been dropped as a client by CAA while a completed documentary about the rapper from MRC has been shelved. Ties with Balenciaga have also been cut.