Adidas Joins Other Companies; Terminates Partnership With Ye

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Adidas Joins Other Companies; Terminates Partnership With Ye

Adidas terminates partnership with Ye as the last of his partnership companies to do so since his antisemitic tweets a couple of weeks ago. 

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Adidas has ended its partnership with Ye West over his offensive and antisemitic remarks tweeted on Twitter that he seemingly refuses to apologize for. Adidas is the latest company to cut ties with Ye and the decision is what the German sportwear company said would hit its bottom line.

“Adidas does not tolerate antisemitism and any other sort of hate speech,” the company said in a statement Tuesday according to the Associated Press. “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.”

The company faced pressure to cut ties with Ye, with celebrities and others on social media urging them to act. Adidas said at the beginning of the month that they were placing its lucrative sneaker deal with the musical genius under review.

Adidas said Tuesday that it conducted a “thorough review” and would immediately stop production of its line of Yeezy products and stop payments to Ye and his companies. If you visit the Yeezy website, “We’re sorry, we can’t find that page” appears.

The sportswear company said it was expected to take a hit of up to 250 million euros ($246 million) to its net income this year from the move. The move by Adidas, whose CEO Kasper Rorsted is stepping down next year, comes after Ye was suspended from Twitter and Instagram this month over antisemitic posts that the social networks said violated their policies.

Ye’s talent agency, CAA, has dropped him, and the MRC studio announced Monday that it is shelving a completed documentary about the rapper, and The Balenciaga fashion house cut ties with Ye last week, according to Women’s Wear Daily.

JPMorgan Chase and Ye have ended their business relationship, although the banking breakup was in the works even before Ye’s antisemitic comments.

In recent weeks, Ye also has ended his company’s association with GAP and has told Bloomberg that he plans to cut ties with his corporate suppliers.

After he was suspended from Twitter and Facebook, Ye offered to buy conservative social network Parler.

Demonstrators on a Los Angeles overpass Saturday unfurled a banner praising Ye’s antisemitic comments, prompting an outcry on social media from celebrities and others who said they stand with Jewish people.

How do you feel? Did it take too long for Adidas to terminate partnership with Ye? Let us know in the comments.


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