As tensions between Kanye West and his closest business partner grew, Adidas AG reviewed its relationship with the designer, which resulted in a decline in shares of the German sports company.
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Days after Kanye West showed a "White Lives Matter" T-shirt design at Paris Fashion Week, Adidas claims that it is examining its Yeezy partnership with the rapper.
The business stated that "successful partnerships are rooted in mutual respect and shared values" without mentioning the dispute.
Responding on Instagram, the rapper and fashion designer charged that the company "stole" his creations.
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It now appears as though that post was removed.
Adidas told the BBC that it had decided to evaluate the partnership following "repeated efforts to privately settle the issue."
The "Adidas Yeezy partnership is one of the most successful collaborations in our industry's history," a spokesperson for the German sportswear manufacturer added.
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Mr. West also added "I AM ADIDAS" after using a strong expletive in his Instagram post.
He received criticism earlier this week for including T-shirts with the phrase "White Lives Matter" in his Paris Fashion Week show.
After George Floyd, an unarmed black man was killed by a police officer in Minneapolis in the summer of 2020, the phrase "Black Lives Matter," which stands in opposition to racism and police brutality, became widely popularised.
One person who criticized West over the T-shirts was Vogue's global fashion editor-at-large Gabriella Karefa-Johnson, who described the action as "hugely irresponsible."
In reaction, Mr. West insulted Ms. Karefa-Johnson and uploaded images of her online, insulting her appearance in front of his 17.9 million followers.
In a statement, Vogue said it "stands with Gabriella Karefa-Johnson".
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"She was personally targeted and bullied. It is unacceptable. Now, more than ever, voices like hers are needed and in a private meeting with Ye today she once again spoke her truth in a way she felt best, on her terms."
Adidas and West's alliance, which has lasted over ten years, has been under tension for some time.
Yeezy sneakers, which cost hundreds of dollars and frequently sell out within minutes of being released, are the highlight of their collaboration.
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He claimed in June that Adidas had manufactured a sneaker that resembled the recognizable Yeezy style but was not covered by their contract.
While the review is ongoing, Adidas said it will continue to co-manage the partnership.
Adidas made the statement less than a month after Kanye West's legal team informed Gap in advance that he would no longer be working for the firm.
He claimed that Gap broke the terms of the agreement by refusing to establish independent stores for his Yeezy fashion brand.