Adidas is ending its partnership with Ye

Adidas officially ends its partnership with Ye, dodge Kanye West, after nearly a decade of working together on shoes and clothing. The decision comes after Ye produced T-shirts at fashion week with the phrase “White Lives Matter”, often associated with white supremacy, and repeatedly made comments that were offensive. resistance.

Adidas for the first time put a relationship with Ye”is consideringOn October 6, after the rapper and designer said on Instagram that he wanted to get out of his contract with the German company. Since then, he has been making hostile comments in an interview with Fox News host Tucker Carlson and on Twitter, where he threatened to “kill me [sic] 3 ABOUT THE RICH PEOPLE”.

“Adidas does not tolerate anti-Semitism and any other type of hate speech,” the brand said in a statement. “Ye’s recent comments and actions are unacceptable, hateful and dangerous, and they violate the company’s values ​​of diversity and inclusion, mutual respect and equal.”

Adidas is ending its partnership and will cease production of all Yeezy products immediately. “This is expected to have a short-term negative impact of up to €250 million [$246 million] on the company’s net income in 2022 due to the high seasonality of Q4,” the report said. However, Adidas notes that it is the “sole owner” of the designs of existing products.

Adidas is the latest brand to cut ties with Kanye. In September, The distance is over what was supposed to be a 10-year partnership with Ye came after just two years. Balenciaga also announced that it would no longer work with Ye, while the rapper’s talent agency, CAA, dropped him as a client. However, the deal with Adidas – which helped turn Yeezy into a reported $3 billion brand, every Bloomberg—By far Ye’s largest and most valuable partnership.


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