She stopped working with him Kanye West Adidas has placed the sports brand at the center of the backlash and protests following offensive messages posted by the rapper on social media.

For about a decade, Adidas has been “building” rapper Yeezy’s shoe company, which is now estimated to generate about 8% of total sales.

“Adidas does not tolerate anti-Semitism or any other form of hate. “Ye’s recent comments and actions were inappropriate, mean and dangerous and violate the company’s values ​​of multiculturalism and inclusion, mutual respect and equality,” Adidas, which follows in the footsteps of Gap and Balenciaga, which also went out of business, said in a statement. with him.

“After careful review, the company has made the decision to immediately end its partnership with Ye, stop manufacturing Yeezy products, and stop all payments to Ye and his companies. Adidas will cease operations with Adidas Yeezy immediately.

It is noted that the rapper has made offensive statements in recent weeks, such as anti-Semitic posts on social media in recent weeks, while he interrupted their cooperation with his commercial partners.

Tensions with Adidas

Despite Yeezy’s huge success, the rapper accused Adidas of copying his ideas and mismanaging the brand, and mocked the company’s outgoing CEO, Kasper Rorsted, through his social media accounts.

Meanwhile, according to Bloomberg, Adidas has repeatedly tried to resolve issues with West privately.

In September, West said he wanted to negotiate with Adidas for 10% royalties on all shoes he had previously designed for the company. Tensions escalated after the rapper showed up to Paris Fashion Week wearing a T-shirt that read “White Lives Matter”.

Then, after posting anti-Semitic comments on social media, he was banned from his Twitter and Instagram accounts. As a result, some consumers began to boycott his products.