The company still tolerated West’s behavior – until external pressure became too great.
Kanye West and Adidas have gone their separate ways since October 25, 2022. The reason for this was West’s recurring anti-Semitic statements. But now it has emerged what the musician went through while working with the sports brand and still maintained a business relationship.
The almost ten-year collaboration (since 2013) has been extremely profitable for both sides. His Yeezy line earned the company billions. However, after it became publicly known that West had repeatedly made anti-Semitic comments, Adidas was forced to part ways with the 46-year-old. But even beforehand, he didn’t make it easy for the company to work together.
Swastika on shoe and Hitler photo
Now the New York Times has revealed research results that illustrate the extent of the toxic collaboration. West painted a swastika on a shoe because he found an Adidas design insulting. He is also said to have recommended that a Jewish Adidas manager kiss a photo of Adolf Hitler every day.
Why he did and said these things is unclear. Also the reason why they continued to pursue the joint business plan.
However, West’s outbursts were not isolated cases that only occurred in the later years of the collaboration, but were known to Adidas from the beginning and were still tolerated, according to the latest research findings.
The company only took action when public pressure became ever stronger. Current statement and interview requests were rejected by both the company and former and current executives. Adidas simply said they had “zero tolerance for hate speech and offensive behavior, which is why the company has ended the Adidas-Yeezy partnership.”
It was only in September 2023 that Adidas boss Bjørn Gulden defended Kanye West by speaking out “In Good Company” podcast “I don’t think he meant what he said and I don’t think he’s a bad person – it just came across that way.”
The sports shoe manufacturer still benefits economically from the time with West, as the warehouses are still filled with Yeezy shoes. The previous sales year was so successful that the forecast for the current year was increased in the summer. Although Bjørn Gulden said that the proceeds would be donated to organizations against anti-Semitism, discrimination and racism, this does not change the fact that the company’s shares continue to rise due to the sales.