Adidas has decided to end its relationship with Kanye West in light of his anti-Semitic comments.
Adidas Cuts Ties With Kanye West
Kanye has not helped himself following his comments in which he vowed to go ‘def con 3’ on Jewish people. During the course of that process, Kanye doubled down on his comments when he made it absolutely clear during an interview with Piers Morgan that he was ‘ absolutely not’ sorry for his words.
And given that Adidas had made it clear that Kanye’s deal until 2026 was under review following his White Lives Matter top saga, this is now the last straw. In an official statement by the company, they said: “Adidas does not tolerate antisemitism and any other sort of hate speech.
“Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.”
Nevertheless, this is unlikely to faze Kanye for the following reasons. First of all, his deal with the company was due to last until 2026. And now that this is no longer the case, it does provide him with an opportunity to do something else in an independent manner.
Secondly, Kanye was also very vocal about the lack of creative control he felt that the organisation was giving him. So much so that Kanye went on to refer to the company as ‘raping’ his designs. Not only that, but West decided to show a porno movie during a meeting with the company executives.
The fans on social media were not surprised by the decision. A significant proportion of the fanbase felt that Kanye had nobody to blame but himself for his actions. And the looks of it, they were not sorry for him. One person wrote: “It’s what he deserves.”
It is safe to say that there is a real prospect that further brands could cut ties with Kanye. And if that continues, it may encourage Kanye to tone down his comments going forward.
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