After the ‘White Lives Matter’ incident, Adidas is reevaluating its relationship with Kanye West
After West’s outspoken criticism of Adidas and his public display of a “White Lives Matter” T-shirt, the sportswear giant is reevaluating its relationship with the artist.
Despite “repeated efforts to privately resolve the situation,” the garment manufacturer said that it was reviewing the agreement. “We will continue to co-manage the current product during this period.”
Despite “repeated efforts to privately resolve the situation,” the garment manufacturer said that it was reviewing the agreement. “We will continue to co-manage the current product during this period.”
West, whose legal name is now Ye, and Adidas have been having a rocky relationship as of late due to the artist’s discontent with the final product of several of his Adidas shoes. According to Billboard, West responded to the review with the hashtag “F— ADIDAS I AM ADIDAS” in an Instagram post that has since been deleted.
Since Adidas (ADDDF) signed West away from Nike in 2013, the two have worked together (NKE). Expanding their collaboration in 2016, Adidas (ADDDF) hailed the move as “the most significant partnership ever created between a non-athlete and an athletic brand.”
At his YZY fashion show during Paris Fashion Week earlier this week, West wore a “White Lives Matter” T-shirt and had numerous Black models wear apparel with the same wording.
Among other White supremacist organizations, the Ku Klux Klan has been labeled by the Anti-Defamation League as using this statement as a “hate slogan.”
During an appearance on Fox News’ Tucker Carlson’s show on Thursday, West defended the statement and shirt, saying that he wore it because “it is the obvious thing.”
“I thought the shirt was a funny shirt, the idea of me wearing it was funny, and I said why do you think it’s funny? And he said just a black man stating the obvious’,” West referred to his father, whom he labeled a “educated ex-Black Panther,”
In response to Carlson’s questioning, West explained that his statement was controversial because he is not behaving as the media believes he should. “Because the same people that have stripped us of our identity and labeled us as a color, have told us what it means to be Black,”
West’s disdain for Adidas marks his second major endorsement rejection. He ended his business relationship with the Gap in September, citing “substantial noncompliance” as the reason.
West’s lawyer issued a statement at the time saying that his client had “no choice but to terminate their collaboration” because of the retailer’s alleged breach of their contract, which includes the failure to create branded Yeezy stores and the failure to distribute his products as promised.
West made an appearance on CNBC’s “Closing Bell” and elaborated on his problems with the store.
He told the network, “It was always a dream of mine to be at the Gap and bring the best product possible to the masses.” He went on to describe his concept for high-quality things that could be sold for $20. However, he claims he was unable to charge what he intended for the finished set.
“Sometimes I would talk to the guys, the leaders, and it would be like I was on mute or something.”