Adidas has terminated its partnership with Kanye West, also known as Ye, with 'immediate effect'.
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The German sportswear maker said 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.
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.
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Fashion collaboration between West and Adidas called 'Yeezy', will see its sales and production stopped.
Adidas will also end its payments to West and his companies and expects to have 'a short-term negative impact of up to €250 million ($246 million) on the company’s net income in 2022 given the high seasonality of the fourth quarter'.
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Adidas partnered with West in 2013 and in 2016 calling it 'the most significant partnership ever created between a non-athlete and an athletic brand'.
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The termination came after the rapper has made increasingly controversial public comments in recent months such as displaying a 'White Lives Matter' T-shirt in his YZYSZN9 runway show held off-schedule during Paris Fashion Week.
Yeezy/Adidas
Recently, West said 'I can say antisemitic s*** and Adidas cannot drop me' on the Drink Champs Podcast.
TMZ
That didn't aged well ofcourse.
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Last week, Balenciaga ended their relationship with the artist, along with Vogue.
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