— Adidas has ended its collaboration with Kanye West, over his antisemitic remarks.
— Adidas had been facing a mass boycott over Ye’s brazen bigotry.
— Forbes suggest that the rapper may no longer be a billionaire without the brand’s backing.
Kanye West had boasted some weeks ago that he can say whatever he likes and that clothing brand, Adidas, could not drop him. However, the latest update is that the brand can actually drop him.
“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,” the company said in a press release.
The two parties had worked together for nearly ten years, with the brand responsible for the rapper’s Yeezy footwear and a chunk of his billionaire status.
On October 6, 2022, Forbes reported that Adidas was reviewing its partnership with Ye (as the hip-hop icon prefers to be called these days) after trying unsuccessfully to control the damage that his “WHITE LIVES MATTER” shirt caused at his fashion show in Paris.
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His white supremacist, offensive and anti-Semitic remarks have cast him in an unfavourable light recently and since he appears to not care, disgruntled people are going after something that he would care about: his source of money. Instagram and Twitter had restricted his accounts to stem his reach but it seems that it was not enough.
NPR claimed that over 90,000 people signed a Change.org petition urging Adidas to cut ties with Ye while pushing for others to boycott the brand.
In the wake of the scandal, the rapper had expressed his confidence in the continued partnership, going as far as insinuating that Adidas was benefitting from his design. Forbes believes that if he no longer has the backing of the multinational top-of-the-line brand, Ye would no longer be a billionaire by the next time a new list of the world’s wealthiest is compiled.
Adidas has been praised for taking action to show that bigotry and hate would not go unchecked.
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