Speaking after the brand severed its partnership with the rapper in the wake of his stream of anti-Semitic outbursts, Adidasâ€™ boss has admitted it led to the loss of the firmâ€™s â€œmost successful collabs in historyâ€.
Adidasâ€™ boss says the company lost one of the â€œbest collabs in historyâ€ when they severed ties with Kanye West. The rapper, 46, had his partnership with the brand axed in the wake of his stream of anti-Semitic outbursts last year, but the companyâ€™s chief executive BjÃ¸rn Gulden has now lamented the end of their lucrative partnership. The boss, 58, said on the Norwegian podcast â€˜In Good Companyâ€™: â€œI donâ€™t think he meant what he said. â€œI think Kanye West is one of the most creative people in the world. Both in music and what I call street culture. So heâ€™s extremely creative and has together with Adidas created a Yeezy line that was very successful. â€œAnd then, as creative people, he did some statements, which wasnâ€™t that good. And that caused Adidas to break the contract and withdraw the product. â€œVery unfortunate, because I donâ€™t think he meant what he said and I donâ€™t think heâ€™s a bad person â€“ it just came across that way. â€œThat meant we lost that business. One of the most successful collabs in history â€“ very sad. â€œBut again, when you work with third parties, that could happen. Itâ€™s part of the game. â€œThat can happen with an athlete, it can happen with an entertainer. Itâ€™s part of the business.â€ Kanye, now known as Ye, suffered a furious backlash after he wrote on Twitter, now known as X, he was â€œgoing death con 3 On JEWISH PEOPLEâ€. He added: â€œYou guys have toyed with me and tried to black ball anyone whoever opposes your agenda.â€ And on Instagram Kanye he posted a screenshot of a conversation with Sean â€˜Diddyâ€™ Combs, 53, where he wrote: â€œIma use you as an example to show the Jewish people that told you to call me that no one can threaten or influence me.â€ Ye also caused a storm by including T-shirts with the slogan â€˜White Lives Matterâ€™ in a Yeezy fashion show in Paris. In October, Adidas ended its creative partnership with the singer that had started in 2015. It said his comments were â€œunacceptable, hateful and dangerous, and they violate the companyâ€™s values of diversity and inclusion, mutual respect and fairnessâ€. Ye caused further outrage in December after posting an image of a swastika blended with the Star of David to X and praising Adolf Hitler and Nazis in an interview with Infowars host Alex Jones. He said: â€œI see good things about Hitler. Every human being has something of value that they brought to the table, especially Hitlerâ€¦ (Nazis) did good things too. â€œThereâ€™s a lot of things that I love about Hitler.â€ Read more