Adidas announces the end of its partnership with Kanye West

After Balenciaga, the sports equipment manufacturer also ended the partnership that linked it to the artist. The singer, who has multiplied the escapades in recent weeks, had notably made anti-Semitic remarks.

Kanye West’s partners are turning their backs on him one by one. After Balenciaga last Friday, Adidas officially ended its professional relationship with the rapper on Wednesday. The company points in particular to the anti-Semitic and hateful remarks made by the artist, now known as Ye.

“After careful consideration, the company has made the decision to immediately end the partnership with Ye,” the group said in a statement.

“Adidas does not tolerate anti-Semitism or any other form of hate speech,” the brand added.

Since Monday, she was the subject many pressures from human rights associations. “Your silence is a danger to Jews,” Jonathan Greenblatt, director general of the Anti-Defamation League, an NGO fighting against anti-Semitism, had notably launched for Adidas.

A possible legal battle to come

This announcement puts an end to one of the most fruitful collaborations in the fashion world. In development since 2014, the rapper’s Yeezy sneaker collection has enjoyed phenomenal success that helped make Kanye West a billionaire.

In its statement, Adidas recalled being “the sole owner of all design rights for existing products (…) under the partnership”, anticipating a possible legal battle to come. The group will also “stop all payments to Ye and his companies”. A decision that will have “a short-term negative impact of up to 250 million euros on the net result” of the company in 2022.

It had already been several weeks since the future of his partnership with the brand with the three stripes, signed in 2014, was called into question. Since the start of the school year, the singer had indeed expressed his disagreement with Adidas several times on Instagram. So much so that the competitor of Nike had indicated, at the beginning of October, to reassess his contract with the American designer and rapper.

Repeated pranks

But it was mostly Ye’s hateful outings that precipitated this breach of contract. He had been suspended from Twitter after saying he was going to attack Jews in a post that the social network has since deleted for breaking its rules.

In the process, the interpreter of Stronger had positioned himself for the takeover of Donald Trump’s network. In A press release broadcast on October 17, the company announced that it had reached an agreement in principle with the rapper to buy the platform. Launched in 2018, Parler is a social network popular with the American and European far-right, with the presence of accounts of activists banned from Twitter for comments deemed racist or violent.

In the same week, the rapper had also made controversial remarks about the African-American George Floyd, whose death, on May 25, 2020 in Minneapolis, had caused a wave of indignation in the world. A few weeks ago, during the presentation of his Yeezy collection in Paris, Kim Kardashian’s ex-spouse appeared with a “White lives matter” T-shirt. This expression, regularly used within white supremacist movements, diverts the slogan against racist police violence, “Black lives matter”.

On Monday, the CAA agency representing Kanye West, one of the most important in Hollywood, said it was ending its partnership with him. The production company MRC has for its part announced to cancel a documentary already finished on the rapper.

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