Sportswear giant Adidas on Tuesday announced it has cut ties with rapper Kanye West, also known as Ye, over a series of offensive and anti-Semitic remarks, the latest company to distance itself from the star as his increasingly controversial behavior courts outrage and criticism.
The German sports firm said it is immediately severing its partnership with West, whose legal name is Ye, after reviewing its relationship with the musician.
West’s recent comments and behavior are “unacceptable, hateful and dangerous” and not in line with the company’s values of diversity, inclusion, respect and fairness, Adidas said.
Adidas said it will stop its Yeezy business with immediate effect, end the production of Yeezy branded products and stop all payments to West and his businesses.
The firm said it expects to take a short-term hit of $246 million for the decision.
Adidas is West’s most prominent business partner and it joins a string of other companies cutting ties with the rapper, including fashion house Balenciaga, studio MRC and talent agency CAA. The corporate backlash follows weeks of West making anti-Semitic remarks, conspiracy theories and criticizing the Black Lives Matter movement. His behaviour sparked widespread criticism from the public, celebrities and civil rights groups and the family of George Floyd, who West falsely claimed died due to fentanyl, have announced plans to sue the rapper for $250 million over his comments. West was blocked from posting on Instagram and Twitter after numerous anti-Semitic remarks, after which he announced plans to purchase Parler, a self-proclaimed “free speech” alternative to Twitter.
$220 million. That’s how much Adidas pays West each year, according to Forbes’ estimates. The sportswear company has distributed the rapper’s Yeezy brand since 2013 and the partnership is responsible for a large portion of West’s wealth.