Adidas Finally... Cuts Ties with Kanye West Over 'Anti-Semitic Remarks'

American hip-hop star Ye (formerly Kanye West) [Image source=AP Yonhap News]

[Asia Economy Reporter Jeong Hyunjin] German sports brand Adidas recently announced the termination of its relationship with American hip-hop star Ye (formerly Kanye West), who sparked controversy over anti-Semitic remarks.

On the 25th (local time), according to CNBC and other outlets, Adidas stated in a press release, "After thorough review," that it will "cease production of products collaborated with Ye's shoe and apparel brand 'Yeezy' and stop payments to Ye and related parties." The company emphasized, "Adidas does not tolerate any form of hate speech, including anti-Semitic remarks. Ye's recent words and actions are unacceptable, filled with hate, and dangerous," adding, "This contradicts the values the company pursues, such as diversity, inclusion, mutual respect, and fairness."

Adidas added that this decision could reduce its net profit by up to 250 million euros (approximately 356.5 billion KRW) this year.

Adidas and Ye have collaborated since 2013. In 2016, they signed a contract to manufacture and distribute products under Ye's brand Yeezy. Since then, the annual revenue generated from their collaboration is estimated to be about 2 billion USD. Their contract was originally scheduled to last until 2026.

The anti-Semitic remarks that Adidas took issue with were made on the 8th. Ye posted on Twitter, "I am going to impose 'death con 3' on the Jews." This was interpreted as a hateful statement, using a pun on 'DEFCON,' the U.S. military defense readiness condition, to express 'death.' Twitter deleted the post.

This content was produced with the assistance of AI translation services.