Why is Adidas rethinking their partnership with Kanye West? And how did he react?
“After repeated efforts to privately resolve the situation, we have taken the decision to place the partnership under review,” said the global sports brand.
On Thursday we learned that German sporting goods maker Adidas had put “under review” its business partnership with rapper and fashion designer Kanye West.
Adidas didn’t like West criticism
“After repeated efforts to privately resolve the situation, we have taken the decision to place the partnership under review. We will continue to co-manage the current product during this period,” the company said.
CNBC, which first reported the news, said West had been publicly critical of Adidas and its CEO and told the broadcaster that the German group was copying his ideas. Adidas has been partnering with West since 2013, CNBC said.
“Adidas has always been about creativity, innovation and supporting athletes and artists to achieve their vision. The adidas Yeezy partnership is one of the most successful collaborations in our industry’s history,” Adidas said.
“We also recognize that all successful partnerships are rooted in mutual respect and shared values.”
News about Adidas putting the partnership under review comes less than a month after West’s lawyers sent a letter to Gap Inc notifying the apparel chain he was terminating his partnership with the company.
Kanye reacts to Adidas move
The artist was clearly enraged by the announcement and took to social media to vent.
“FUUUUUUCK ADIDAS I AM ADIDAS ADIDAS RAPED AND STOLE MY DESIGNS,” he screamed in capital letters and with no head space to consider punctuation.
No doubt we’ll be hearing further developments over the coming days.