Zoom Image
Adidas CEO Björn Gulden at a conference in March
Photo: HEIKO BECKER / REUTERS
His anti-Semitic remarks had led to Adidas ending its Yeezy collaboration with rapper and designer Kanye West. But now, of all people, the CEO of Adidas, Björn Gulden, defended the artist. On the "In Good Company" podcast, the CEO said: "I don't think he was serious about what he said, and I don't think he's a bad person – it just came across that way."
Adidas ended its partnership with Kanye West, who now calls himself Ye, in October 2022. Previously, the rapper had repeatedly made headlines with verbal outbursts and anti-Semitic statements. Among other things, with a tweet in which he called for the "death of three Jewish people".
Gulden condemned last year's remarks and acknowledged on the podcast that Ye had made some statements that were "not so good." This prompted Adidas to terminate the contract.
He also regretted the dissolution of the Yeezy collaboration, which he noted was "one of the most successful collaborations in history" and praised Ye as "one of the most creative people in the world."
The scandal has caused Adidas to lose sales in the tens of millions.
An Adidas spokesman said there was no change in the company's position: "The termination of the partnership was appropriate."
Gulden, who used to be at the helm of rival Puma, was brought on board as Adidas boss in early 2023 to rebuild the struggling brand.
kim/Reuters