Adidas Ends Yeezy Partnership With @Kanye West

2 years ago
57

or more than two weeks, as Kanye West made a series of antisemitic remarks and embraced a slogan associated with white supremacists, Adidas, the most important partner in his fashion empire, said only that its relationship with the rapper and designer was “under review.”

But as Ye, as Mr. West is now known, continued his offensive behavior, and with the condemnation of his remarks growing more widespread, Adidas announced Tuesday that it would cut ties with him — a move the company said would cost it 250 million euros ($246 million) this year.

The end of their nearly decade-long partnership — which one estimate said was worth close to $100 million annually to Ye — raised questions of what would come next for Ye, who has been one of the most influential pop stars of recent decades but has become increasingly polarizing and unreliable. CAA, Ye’s former talent agency, no longer represents him and Def Jam, his longtime record company, said that his contract had expired last year.

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