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Adidas Terminates Partnership With Kanye West


Nearly a decade ago, Adidas began collaborating with Ye in one of "significant partnership between a non-athlete and a sports brand," according to Reuters.

Nearly a decade ago, Adidas began collaborating with Ye in one of “significant partnership between a non-athlete and a sports brand,” according to Reuters.

Adidas has ended its business relationship with Kanye West — now known as Ye — after he made a series of public white supremacist and anti-Semitic statements.

The company first partnered with the artist in 2013, going on to build a wildly successful sneaker line that in many ways defined the decade in sneaker culture, Yeezy. In a statement published on Tuesday — weeks after Ye’s problematic remarks — the company said it was putting an end to the Adidas-Yeezy business. The partnership had reportedly brought in billions for Adidas and accounted for a substantial portion of its business, a reason some speculate as to why the company took so long to take action or make any sort of public comment on the matter.





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