Huge moment for Kanye West and Adidas after decision to cut ties amid controversy

Adidas’ decision to end ties with Kanye West marked a significant milestone.

After making anti-Semitic remarks on social media, the controversial rapper saw his relationship with the sportswear giant end in November 2022. After their separate actions, Kanye and Yeezy filed a lawsuit against him for trying to freeze $ 75 million in brand Yeezy funds.

The German company has continued to sell its stock despite ending their collaboration and putting an end to the Yeezy line. With an estimated £1 billion left in warehouses, millions of Yeezy shoes were left in their hands as a result of their decision to distance themselves from Kanye.

Adidas experienced its first annual loss in almost three decades as a result of the partnership’s closure. In 2023, they made the decision to shift the Yeezy merchandise and give away some of the profits. In the same year, Adidas made a stock-related operating profit of £250 million, and another £167 million in 2024.

As Adidas’ CEO Björn Gulden defended the decision to sell the stock, they made contributions to organizations like the Anti-Defamation League and Robert Kraft’s Foundation to Combat Antisemitism. He claimed, “This is much better than destroying and writing off the inventory.”

More than two years after breaking ties with Kanye, Adidas has now sold the last pair of Yeezy trainers. Their initial partnership had been incredibly lucrative. Adidas reported this week its annual financial results, revealing that its North American revenues had decreased by 2% last year. They claimed that the decline in Yeezy sales was “solely” to blame.

Kanye launched an outrageous rant on Instagram in January, accusing Adidas of sabotaging his business endeavors once more. Kanye claimed in his protracted attack that the company purposefully altered the Google algorithm to make users visit his website instead of his when they type “Yeezy.com” into the search engine.

After their public outcry, the Vultures star added that Adidas had frozen his accounts, but that his company is still thriving despite this. He wrote in a post that read, “When you Google Yeezy.com, the Adidas site comes before the Yeezy site.” Stop doing this, Adidas employees. Stop preventing me from moving.

Our partnership has been completed. You’re a $60 million business that frozen my accounts. I’m now back on my feet and will not tolerate this (no pun intended). He continued, “You guys tried to intimidate and oppress me because I did fantastic work for you guys and because I stood up for myself.” Before “the tweet,” everyone will recall that I had significant issues with Adidas due to design theft and oppression. After their disagreement, he then criticized his fellow designer Jerry Lorenzo for being “corny” and “disloyal.”

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Source: Mirror