Summary
The Termination Decision
Adidas has ended its partnership with
Ye (formerly Kanye West) following his antisemitic comments, stating that his remarks were "unacceptable, hateful and dangerous" and violated company values. The decision came after a "thorough review" and will result in immediate cessation of Yeezy product production and all payments to Ye and his companies. The German athletic brand, which
began its partnership with Ye in 2013, expects a negative financial impact of up to 250 million euros (approximately $246 million USD) on its 2022 net income.
Industry-Wide Response
Adidas's decision follows similar actions by other companies distancing themselves from Ye. Gap announced it was
removing all Yeezy Gap products from stores and shutting down YeezyGap.com. Luxury fashion house Balenciaga and talent agency CAA have also cut ties with the artist. In the sports world, Los Angeles Rams' Aaron Donald and Boston Celtics' Jaylen Brown left Ye's Donda Sports agency, though Antonio Brown stated he would remain as president. Additionally, Ye faced restrictions on Twitter and Instagram earlier in the month following his controversial posts.
Public Pressure and Reaction
The termination came amid mounting public pressure following an incident where an antisemitic hate group displayed a banner over a Los Angeles freeway reading "
Kanye is right about the Jews," which was widely condemned. The Anti-Defamation League praised Adidas's decision, with CEO Jonathan Greenblatt calling it "a very positive outcome" that "illustrates that antisemitism is unacceptable and creates consequences." Prior to the antisemitic comments, Adidas had already been reassessing its relationship with Ye after he wore a
"White Lives Matter" shirt during Paris Fashion Week.*There may be errors on this page.
