Ida Axling
Oct 25, 2022

Adidas cuts ties with Kanye West citing 'hateful and dangerous' anti-Semitic comments

Adidas and West launched fashion collaboration Adidas Yeezy in 2015.

Adidas cuts ties with Kanye West citing 'hateful and dangerous' anti-Semitic comments

Adidas has today (25 October) ended its partnership with Kanye West, also known as Ye, with immediate effect.
 
The brand has faced pressure to cut ties with West since the rapper and fashion designer posted anti-Semitic comments on Twitter and Instagram earlier this month.
 
The German sportswear company started working with West in 2013 on his limited-edition Yeezy trainers. It has since collaborated with him on the Adidas Yeezy business, which launched its first line in 2015.
 
Adidas said in a statement: “Adidas does not tolerate antisemitism and any other sort of hate speech. 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.

“After a thorough review, the company has taken the decision to terminate the partnership with Ye immediately, end production of Yeezy branded products and stop all payments to Ye and his companies. Adidas will stop the Adidas Yeezy business with immediate effect.”

According to Adidas, the move is expected to have a short-term negative impact of up to €250m (£217.8m) on its net income in 2022. 

The brand had been reviewing its relationship with West since he wore a “White lives matter” T-shirt at Paris Fashion Week in early October.

The move comes after other brands, including fashion house Balenciaga and talent agency Creative Artists Agency, also cut ties with West.

West had yet to comment on developments at the time of publication.

Source:
Campaign UK

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