The company called Ye’s position “unacceptable, hateful and dangerous” and said it would immediately stop production of the Yeezy line, which he signed.
the German brand adidas decided to end the partnership with the rapper Kanye West after the rapper published anti-Semitic jokes. The announcement came through a statement released by the company on Tuesday 25.
The brand said it did not condone “anti-Semitism or any kind of hate speech” and called Ye’s position “unacceptable, hateful and dangerous”. “[Os comentários] violate the company’s values of diversity and inclusion, mutual respect and fairness “, reads the note.
Adidas said the partnership will end “immediately”, as will production on the rapper’s Yeezy line, and will stop “all payments to Ye and his companies.”
According to the company, the closure of the Yeezy line will take effect immediately. Adidas expects that, in the short term, the impact will reach 250 million euros (about R $ 1.3 billion at the current price) on the brand’s net profit.
Kanye West had worn a T-shirt with the phrase “White Lives Matter” during the last fashion week in Paris. The phrase overturns the famous slogan “Black Lives Matter”, used during the 2020 demonstrations in the United States.
The shirt has attracted numerous criticisms, including that of rapper Diddy. Responding to a comment from the rapper, Kanye said he would use Diddy “as an example to show Jews telling you that no one could threaten or influence me.”
The speech was denounced as anti-Semitic and led to the suspension of West’s Instagram and Twitter profiles. A few days after the case, Adidas invoked the need for “mutual respect and (of) shared values” without directly mentioning the rapper.
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Source: Terra
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
