It’s the End for Adidas and Ye

Sportswear giant Adidas officially severs ties with Ye.

It’s no secret that rapper and fashion designer Ye, formerly known as Kanye West, has been on a self-destructive downward spiral of hate speech across social media. Balenciaga and talent agency CAA have recently dropped the rapper following displays of hate speech and antisemitism in the form of his ‘White Lives Matter’ shirt Ye wore during the Balenciaga mud show. The outspoken mogul has most recently forced the hand of his most lucrative partner, sportswear brand Adidas, after boasting during the recording of a podcast on October 16th, “The thing about it being Adidas- I can say antisemitic sh*t and they can’t drop me. I can say antisemitic things and Adidas can’t drop me. Now what? Now what?”


Now Adidas has called Ye’s bluff. On October 25th, the German sportswear brand released a statement confirming that they are terminating their partnership with Ye. Adidas’ statement makes its reasons for severing ties with Ye clear, “Adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful, and dangerous, violating the company’s values of diversity and inclusion, mutual respect and fairness.” The termination of this partnership is anticipated to have a short-term negative financial impact on Adidas. The company estimates losses in the amount of roughly 250 million dollars. A small price to pay in the long term considering Adidas was on the verge of being canceled across social media. The hashtag #boycotadidas has been circulating the Twittersphere since the video of Ye went viral. The mass display of consumer power is an incredible example of individuals influencing a significant brand to take action. Ye’s ex-wife tweeted against hate speech, condemning Ye’s actions. More information regarding Adidas’s partnerships and plans for its next quarter will be available by November 9th as the brand regroups for the upcoming holiday shopping season.

With the end of the Yeezy era raises the question: is it still ok to wear them if you already own a pair? The luxury trainers have been symbolic of streetwear opulence and coolness since they debuted in 2015. Fans of Ye have spent countless hours in line to purchase the shoe.  Adidas has stated that they will be ceasing production of all things Ye immediately, putting a definitive end to the Yeezy-Adidas era and slamming the door on Ye’s influence on fashion for good.

Official Adidas Statement
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