Following Kanye West’s recent antisemitic rants and other provocations, the German sportswear giant, Adidas, is the latest corporation to break relations with the rapper and designer. The breakup of the long-running alliance is likely to have a significant impact on Adidas’ profits.
Adidas announced on Tuesday that it was cutting ties with Kanye West, ending what could have been the rapper and designer’s most significant corporate fashion partnership after he made antisemitic remarks and embraced a slogan associated with white supremacists, earning him widespread condemnation.
The firm, which has under mounting pressure to end its partnership with Mr. West, said the decision would cost it 250 million euros ($246 million) this year.
The end of their nearly decade-long partnership, which was seen as highly profitable for both Ye and Adidas, raised questions about what would come next for Ye, who has been one of the most influential pop stars in recent decades but has become increasingly polarizing and untrustworthy in recent years. CAA, Ye’s old talent agency, no longer represents him, and his contract with Def Jam, his longstanding record label, terminated last year.
Gap has made the following statement, “In September, gap announced ending its Yeezy gap partnership. Our former partner’s recent remarks and behavior further underscore why. We are taking immediate steps to remove Yeezy gap product from our stores, and we have shut down yeezygap.com. Antisemitism, racism and hate in any form are inexcusable and not tolerated in accordance with our values. On behalf of our customers, employees, and shareholders, we are partnering with organizations that combat hate and discrimination.”
