Kanye West, also known as “Ye”, has been a hot topic of discussion lately. He has lost many business collaborations over the past few days due to his anti-Semitic views being openly presented on the Internet. A blow came to all of this as West’s longtime collaborator, German brand Adidas, cut ties with him. Now, according to recent updates, Adidas will continue production of their Yeezy product line even after their split with the rapper.
From the repeated loss of various business partnerships to the suspension of social media accounts, Kanye West has come under huge criticism from all over the past few days. Now, this move by Adidas has further fueled the fire as fans are not giving the Grammy-winning songwriter a chance to troll.
Dramatic end to the partnership between Kanye West and Adidas
The 45-year-old American singer-songwriter and rapper began his long-term partnership with German brand Adidas in 2013. After 9 years of collaboration, the two parties severed ties with Ye in October this year. This was due to his anti-Semitic views presented on various internet platforms which caused massive social outrage.
Yeezy is a range of sneakers and clothing resulting from the brand’s historic partnership with Kanye West. Even having a long relationship, the two parties often shared bitter moments due to various reasons. In June of this year, University dropout The designer accused the German brand of copying his designs and promoting a “Yeezy day” without prior permission from him. Following this, he said in September that he would not continue the relationship with Adidas after his contract ended in 2026.
But coincidentally, Ye didn’t have to wait long to part ways after the company put their partnership with him under review and it was finally terminated on October 25. It was a blow because on several occasions West claimed he could tell “anti-Semitic shit and Adidas can’t let it go”.
Also Read: What Did Kanye West Say About Adidas That Forced the $20 Billion Company to Break Its $1.5 Billion Deal With the Rapper?
Adidas will continue production of Yeezy products
Following widespread fan demand for Adidas to end their ties with the jesus is king rapper, the company recently announced that it will be renaming popular Yeezy products. According to a recent quarterly earnings call, the company made it clear that it owns all models and will continue production of Yeezys even after ending its ties with Ye.
Also Read: Kanye West Kicked Out of Skechers HQ After Trying to Get Them to Sign a Yeezy Deal… Skechers is Jewish-Owned
The company’s chief financial officer Harm Ohlmeyer said in an interview:
“Adidas is the sole owner of all registered design rights to existing products. We intend to make use of these rights as early as 2023.”
This controversial ending will also change the money dynamic a lot for both parties. As reported by Forbes, Kanye West’s net worth grew from $2 billion to $400 million after the termination. On the other hand, Adidas expects its revenue to be lower than forecast by $502 million.
Also Read: ‘That Didn’t Happen’: Quentin Tarantino Shuts Kanye West After Rapper Accused Him of Stealing ‘Django Unchained’, Reveals What Really Happened
But those who haven’t lost anything are the fans. Fans did not spare Ye and took to Twitter to present their views on the entire storyline.
Fans don’t spare you
The current situation between Ye and Adidas has given fans a lot of things.
If Kanye does NOT get any money out of it, then it’s fine.
— Niccoló (Taylor version) (@niqqolo) November 9, 2022
Yeah. More like the Yeesh brand
—Brian Perry (@Road2Oscars) November 10, 2022
like it should be
— 🦃 (fan account) (@streamaespa) November 9, 2022
—Dylan | REBIRTH 🅴 (@dylanbehavior) November 9, 2022
Lmfao, this happens when you don’t read the contract. 😭
— Enyonce (@Dejahive) November 9, 2022
This time, Ye really took a major hit on him because, in addition to Adidas, tons of other companies also cut ties with the Linked 2 singer. These other brands include names such as Balenciaga, Gap, Vogue and Foot Locker.