Adidas has cut its Yeezy partnership with Kanye West days after he showed a “White Lives Matter” T-shirt design at Paris Fashion Week. SaharaReporters earlier reported that Adidas said it would review the Yeezy partnership with Kanye West over his anti-semitic comments. The German sports brand, therefore, said recent comments and actions from West, who has officially changed his name to Ye, had been “unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness”, according to TheGuardian.
October 25, 2022Adidas has cut its Yeezy partnership with Kanye West days after he showed a “White Lives Matter” T-shirt design at Paris Fashion Week.
The company said it would take a “short-term” hit of €250m to its income for this year after deciding to stop the brand’s business with immediate effect. It is to end production of items under West’s Yeezy brand and stop all payments to the musician and his companies. West had been affiliated with Nike for years, releasing the Air Yeezy in 2009, but he parted ways with the company in 2013, dedicating his name to Adidas instead. They collaborated on the first Yeezy shoe in 2015, which helped him become a billionaire.
The phrase “Black Lives Matter”, which represents opposition to racism and police brutality, was widely used after George Floyd, an unarmed black man, was killed by a police officer in Minneapolis in the summer of 2020.
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