By Marlene Lenthang
Adidas has cut ties with Ye, formerly known as Kanye West, after facing pressure to end its partnership with the rapper in the wake of his antisemitic comments with backlash mounting against the entertainer and leading to him losing additional business deals.
“Adidas does not tolerate antisemitism and any other sort of hate speech,” the company said in a statement Tuesday. “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 German athletic brand said the decision to terminate its partnership with Ye “immediately” came after a “thorough review.”
Gap, which announced in September it was ending its Yeezy Gap partnership, said in a statement Tuesday: “We are taking immediate steps to remove Yeezy Gap product from our stores and we have shut down YeezyGap.com.”
“Antisemitism, racism and hate in any form are inexcusable and not tolerated in accordance with our values,” the company said. “On behalf of our customers, employees and shareholders, we are partnering with organizations that combat hate and discrimination.”
Adidas, which began its partnership with Ye in 2013, said it will end production of Yeezy branded products and stop all payments to Ye and his companies.
“Adidas will stop the Adidas Yeezy business with immediate effect,” the statement said.
The move is anticipated to have a “short-term negative impact of up to 250 million euro,” or about $246 million USD, on the company’s net income in 2022, the company said.
The decision comes following mounting pressure from people online demanding the company end its relationship with the artist after an antisemitic hate group was accused of hanging a banner over a Los Angeles freeway Saturday that read “Kanye is right about the Jews.”
The banner was condemned by a slew of local politicians, social media users and celebrities.
Also Tuesday, Los Angeles Rams defensive tackle Aaron Donald and Boston Celtics’ Jaylen Brown said they were leaving Ye’s Donda Sports.
