Adidas has ended its relationship with Ye, formerly known as Kanye West, following the rapper’s recent antisemitic comments, becoming the latest retail brand to sever ties. As a result, Adidas will end production of all Yeezy branded products and stop payment to Ye and his companies, effective immediately.
Ending the partnership is expected to have a negative impact of up to €250 million ($286.5 million) on Adidas’ 2022 net income. The size of the decline was attributed to timing, with the retailer dropping the popular Yeezy brand just prior to the holiday season.
Adidas CEO Kasper Rørsted voiced criticism of Ye’s comments earlier in October, and the company had already placed the relationship under review. Ye and Adidas have collaborated on the Yeezy brand since 2016, though Ye had previously accused Adidas of not allowing him to have more control over the project and of copying his ideas.
“Adidas does not tolerate antisemitism and any other sort of hate speech,” said Adidas in a statement. “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.”
Advertisement
Ye accused the “Jewish media” and “Jewish Zionists” of alleged misdeeds during an interview on Revolt TV’s Drink Champs that has since been removed. He also appeared alongside conservative personality Candace Owens, with both wearing T-shirts that featured the phrase “White Lives Matter” during Paris Fashion Week.
Other retailers, including Balenciaga and Gap, also have severed ties with the celebrity. Additionally, Hollywood talent agency CAA has reportedly dropped Ye, and film studio MRC reportedly dropped a documentary about the artist, according to CNBC.
