ADIDAS CUTS TIES WITH RAPPER KANYE WEST
Written by Lola Narawa on November 5, 2022
Adidas has ended its partnership with Kanye West, saying it “does not tolerate antisemitism” after the West had his instagram and twitter accounts suspended over over offensive posts.
The German sports brand said recent comments and actions from West, who has officially changed his name to Ye, had been “unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness”.
The company said it would take a “short-term” hit of €250m (£217m) to its income for this year after deciding to stop the brand’s business with immediate effect. It is to end production of items under West’s Yeezy brand and stop all payments to the musician and his companies.
The Rapper is now said to be starting from scratch again as he has lost out on multiple label deals and sponsorships.
