Following a recent run of antisemitic and racist comments made by rapper Kanye West, German sportswear giant, Adidas has formally severed its relationship with the longtime partner.
Naija News reports that Adidas made the announcement on Tuesday that it is cutting ties with Ye, the artist and fashion designer formerly known as Kanye West.
Ye’s nearly decade-long partnership with Adidas helped make the rap superstar a billionaire and vaulted his Yeezy branded sneakers to a global audience.
Following growing pressure on Adidas to drop Ye, the company disclosed that it does not tolerate antisemitism or other types of hate speech.
“Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness,” the company said in a statement.
Adidas is not the only global brand to have severed it ties with the controversial rapper, luxury clothing brand Balenciaga recently called off its relationship with the rapper and influencer.
West’s runway appearance during the Balenciaga Spring 2023 show during Paris Fashion Week was reportedly removed from both the Balenciaga website and Vogue Runway on October 17.
A section on its website devoted to the three Yeezy Gap Engineered by Balenciaga collaborations, which debuted earlier this year, has also been removed, according to Balenciaga. Additionally, other internet stores no longer carried such things.