Gap and Balenciaga also announced the end of the partnership with the rapper after the controversy
Adidas has announced the end of the partnership with rapper Kanye West after the artist’s anti-Semitic speeches. The statement was released on Tuesday 25. He had already been banned from Twitter and Instagram for the statements.
With the end of the contractual relationship, the company will no longer have revenues of approximately € 250 million (R $ 1.32 billion). Other brands like Gap and Balenciaga also broke up with the musician after the controversy.
In a statement, Adidas made it clear that the decision will take effect immediately. “Ye’s recent comments and actions are unacceptable, hateful and dangerous and violate the company’s values of diversity, inclusion, mutual respect and fairness,” the statement read.
The brand also said it will suspend all payments to the rapper and his companies, as well as cease production of the Yeezy clothing and footwear line.
Adidas shares fell as much as 5.8% on the Frankfurt Stock Exchange on Tuesday, reaching its lowest level since 2016.
understand the case
Kanye West’s original post said, “I’m a little sleepy tonight, but when I wake up I’ll go ‘death with 3’ on the Jewish people.” The term would be a reference to the military term “defcon”, which means a threat scale system of the US military.
“The funny thing is, I can’t actually be anti-Semitic because blacks are Jews too. You guys played with me and tried to boycott anyone who opposed your agenda,” he added.
The American Jewish Committee (AJC) has accused the West of promoting “hatred of Jews”. And, after the negative repercussions of the case, the rapper went public to try to explain himself.
“I will say that I am sorry for the people I have hurt with the ‘death con’ mess. I feel like I have caused pain and confusion. And I am sorry for the families of the people who have had nothing to do with the trauma to that I went through., and that I used my platform, where you say that hurting people hurts other people and I got hurt, “he said.
Prior to the case, West had been controversial wearing a “White Lives Matter” (“White Lives Matter”) shirt. The black rapper made an appearance during Paris Fashion Week, causing outrage not only in black rights movements, but also in all those who support the “Black Lives Matter” slogan.
It is an appropriation of the famous slogan “Black Lives Matter”, emblematic during the anti-racist protests of the summer of 2020 in the United States, and an allusion to the movement.
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Source: Terra
Emily Jhon is a product and service reviewer at Gossipify, known for her honest evaluations and thorough analysis. With a background in marketing and consumer research, she offers valuable insights to readers. She has been writing for Gossipify for several years and has a degree in Marketing and Consumer Research from the University of Oxford.
