After ending the multi billion dollar partnership deal with Yeezy, the German Athleisure brand, Adidas is placing the contract with streetwear brand, Yeezy under review. On Friday at noon, Adidas issued a statement saying,
“Adidas has always been about creativity, innovation and supporting athletes and artists to achieve their vision. The Adidas Yeezy partnership is one of the most successful collaborations in our industry’s history. We are proud of our team that has worked tirelessly throughout our collaboration with Ye and the iconic products that were born from it. We also recognize that all successful partnerships are rooted in mutual respect and shared values. After repeated efforts to privately resolve the situation, we have taken the decision to place the partnership under review. We will continue to co-manage the current product during this period.”
Kanye West who has been on a roll with the headlines this past month due to his controversial statements calling out executives at Adidas and GAP on social media, replied to the statement with a post on Instagram, “FUUUUUUCK ADIDAS I AM ADIDAS ADIDAS RAPED AND STOLE MY DESIGNS.” This current review of the contract doesn’t seem to affect Yeezy sales, as sales are still ongoing at multiple retail stores that confirm they are still permitted to sell the brand’s merchandise.
Kanye was earlier criticized after his controversial presentation for YZY season 9 at Paris Fashion Week, where models were seen sporting a Tee Shirt with “WHITE LIVES MATTERS” boldly written behind it. Vogue’s Contributing Fashion Editor at large, Gabriella Karefa Johnson who attended the show called Ye’s designs “Hugely Irresponsible.” In response to the criticism, Kanye west took to Instagram to call out the fashion editor by posting pictures of her and mocking her appearance to his large audience.
Vogue has since released a statement as they stand with Gabriella Karefa Johnson, “She was personally targeted and bullied. It is unacceptable. Now, more than ever, voices like hers are needed and in a private meeting with Ye today she once again spoke her truth in a way she felt best, on her terms.”
These reasons seem to have added to the urge for review from Adidas, as the brand didn’t mention the controversy particularly but stated, “successful partnerships are rooted in mutual respect and shared values”.
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