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Adidas Cuts Its Ye Ties Too Late for Some Staff, Investors

  • German brand finally ends partnership with Ye but damage done
  • Company’s weekslong review has alienated consumers, staff
Bloomberg business news
Adidas Plans to End Kanye West Partnership

Ye, the controversial rapper formerly known as Kanye West, had taunted Adidas AG, saying he could make antisemitic remarks and that the brand was powerless to “drop” him.  

For a while it looked like he might be right. As other retailers moved quickly to cut ties with Ye following several offensive outbursts, the German sneaker brand appeared reluctant to end the partnership, even releasing its latest Yeezy model on Saturday. This was the same weekend that a hate group in Los Angeles hung a banner over a highway overpass that read, “Honk, if you know Kanye is right about the Jews,” while offering Nazi salutes to oncoming traffic.