The divorce is simmering between Adidas and the American rapper Kanye West: the three-stripe brand wants to "reassess" its collaboration with the artist with many escapades who has multiplied the signs of disenchantment with the partner who helped to make it billionaire.
The German sports equipment manufacturer announced in a press release that "after repeated attempts to clarify the situation away from the public", it had been decided to "reassess this partnership".
Adidas does not give any details on the reasons for the estrangement, just stating that "a successful partnership is based on mutual respect and shared values".
Relations between the American artist and the sports equipment manufacturer have turned sour in recent months.
Several events seem to be the cause relating to the juicy collaboration around the collection of Yeezy sneakers designed by the rapper.
Developed with Adidas since 2014, these shoes have been a phenomenal success that has allowed the Chicago child, now 45, to be recognized as a billionaire by Forbes, which in July estimated his fortune at 2 billion. dollars.
However, the specialized press has relayed numerous messages from Kanye West on social networks criticizing, on his Instagram account, the fact that Adidas is launching a "Yeezy Day" without his approval, while multiplying the harsh comments against the brand.
Scandal during Fashion Week
Accustomed to controversy, Kanye West, now known as Ye, also sparked controversy a few days ago, during Fashion Week in Paris.
On the occasion of the parade of his Yeezy brand, this supporter of former American President Donald Trump wore a T-shirt on which one could read "White Lives Matter", a slogan echoing the formula "Black Lives Matter" party of the United States and embodying the fight against racism against blacks.
The episode caused the excitement of social networks.
Asked about the reasons for this message, Kanye West replied in an interview with Fox News on Thursday: "I do certain things from a feeling, I just like to channel the energy, it seems right to me".
According to the specialized press, Kanye West also blames Adidas for reissuing older Yeezy collections and designing Yeezy colorways without his approval.
While poaching, according to the rapper, employees of the brand, including the general manager of Yeezy.
Adidas did not mention any of these elements in its press release and did not want to comment on them, questioned by AFP.
A fortune of 2 billion dollars
Along with Beyoncé, Stella McCartney and Pharrell Williams, Kanye West is one of the celebrities with whom Adidas has partnered to delight its clientele in the lifestyle segment and more generally boost its sales, particularly online.
The Yeezy sneaker line was born in 2008, first in association with Nike before being linked to Adidas from 2014. Sales of the now famous high-top sneakers exceeded $1 billion in 2019, according to the magazine. Forbes.
Kanye West also presented eight collections of Yeezy clothing, financed by Adidas but with low volumes compared to sneakers.
Still, "the Adidas Yeezy partnership is one of the most successful collaborations in the history of our industry," said Adidas.
At the Bavarian headquarters of the company in Herzogenaurach (south), on the other hand, we remain discreet about the rapper making headlines in recent years for his psychiatric problems, his controversial comments on slavery, his acrimonious divorce from reality star Kim Kardashian.
Kanye West unilaterally broke off his partnership with the American ready-to-wear brand Gap in September, judging that the conditions of the collaboration were not respected.
A separation with Adidas would be a new blow for the German equipment manufacturer, also weighed down by anti-Covid restrictions in China and which announced in August the surprise departure of its boss Kasper Rorsted in 2023. On the Frankfurt Stock Exchange, the title lost Friday at midday 1.90%, having melted by 60% since its highest in November 2021.
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