After a year of tension, Adidas and Kanye West (Ye) have formally ended their partnership following a series of controversies sparked by antisemitic remarks made by the rapper. The collaboration between Adidas and West, once highly successful through the popular Yeezy brand, started unraveling in 2022 when West made several inflammatory statements, resulting in significant backlash. At the time, Adidas placed the Yeezy brand under review, eventually severing ties to distance itself from the negative publicity.
Despite the initial break, Adidas had to navigate legal and inventory issues related to leftover Yeezy products. The company opted to sell the remaining Yeezy stock with a portion of profits directed to groups combating antisemitism and hate, allowing Adidas to mitigate financial losses while supporting related causes. This decision closed a chapter on one of the brand’s most lucrative yet complex partnerships, which had accounted for a major portion of Adidas’ revenue but had also become a source of significant reputational risk.
Adidas’ move underscores the evolving responsibilities brands now face as they balance financial partnerships with ethical considerations and brand reputation, especially amid today’s highly connected and socially aware consumer base.
