German sports brand Adidas has announced the end of its highly lucrative partnership with Kanye West.
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Adidas mounting pressure from the public to end the deal over the rapper's antisemitic and other offensive comments.
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The apparel brand, who announced last week their 10 year relationship with Kanye West was “under review” said that it does not “tolerate antisemitism and any other sort of hate speech”.
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Adidas is the latest high profile brand, including Balenciaga and Vogue, to cut ties or reconsider their relationships with the rapper turned designer following his slew of controversial remarks in recent weeks.
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The shoemaker’s decision came after they faced heavy backlash for staying silent when the outrage against Kanye West first erupted.
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Some accused the retailer of putting profits over ethics for not publicly condemning the 45 year old’s string of anti-semitic tweets.
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Kanye West, who has legally changed his name to Ye, has been releasing his Yeezy sneaker lines with Adidas since 2015.
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Adidas announcing that it will end production of Yeezy-branded products and stop all payments to Ye and his companies.
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This is expected to cause a shortfall of $246 million in the company’s revenue for the year.
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