Words by Tyla Shenton Weldrick
German sportswear brand Adidas is heavily known for its multibillion-dollar partnership with Kanye West’s brand Yeezy with it being responsible for nearly 7% of its annual revenue in 2021.
Famously known for the Boost 750 design Yeezy and Adidas entered partnership in February 2015 and continued to work together for 7 years until this October. The two entered a messy breakup with Adidas cutting ties with the fashion mogul and his brand through a statement released on to their website that shortly made viral news. “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,” they said in their statement.
Famously known for their 3 stripes, it seems the brand stands firm against the views of Mr West with this split costing them up to $250 million of the company’s net income of 2022.
The Flashing Lights star and his problematic views have been the talk of social media for a long time, usually as this is the place he chooses to express them. However it seems his views have now caused problems for his future in the fashion world, Adidas will not only be stopping their production of Yeezy’s it seems in a recent press release that they announced “Adidas will stop the Adidas Yeezy business with immediate effect”.
What’s next for Kanye West and his Yeezy brand is unclear, however after recently been escorted out of the Sketchers headquarters it seems it is not going to be an easy road for the star to get back into his trainer production.