Adidas has cut ties with Ye, formerly known as Kanye West. facing pressure ended the partnership with the rapper in the wake of his anti-semitic comments Backlash against the entertainer grew, leading to him losing additional business deals.
“Adidas does not tolerate anti-Semitism or other hate speech,” the company said in a statement. statement Tuesday. “Ye’s recent comments and actions are unacceptable, hateful, dangerous and violate our company values of diversity and inclusion, mutual respect and fairness.”
The German athletic brand said its decision to “immediately” end its partnership with Ye was made after “thorough consideration.”
gapThe company, which announced the end of its partnership with Yeezy Gap in September, said in a statement Tuesday:
“Anti-Semitism, racism and hatred in any form are inexcusable and will not be tolerated in light of our values,” the company said. “We partner with organizations that fight hate and discrimination on behalf of our customers, employees and shareholders.”
Adidas, which began working with Yeezy in 2013, announced that it would end production of Yeezy-branded products and stop all payments to Yeezy and his company.
“Adidas will cease operations with Adidas Yeezy immediately,” the statement said.
The move is expected to have a “short-term adverse impact of up to €250 million (approximately US$246 million)” on the company’s net profit in 2022.
The decision comes after mounting pressure from people online demanding that the company end its relationship with the artist after the anti-Semitic hate group was accused. hang a banner “Kanye is right about Jews,” read Saturday on the highway in Los Angeles.
The banner was condemned by numerous local politicians, social media users and celebrities.
Also Tuesday, the Los Angeles Rams’ defensive tackle Aaron Donald and the Boston Celtics Jaylen Brown They said they were leaving Ye’s Donda Sports.
“Our family has decided to part ways with Donda Sports. Recent hateful and anti-Semitic comments and displays are diametrically opposed to how we choose to live and raise our children. Yes,” Donald tweeted.
In May, Donald announced on a podcast that he had joined Donda Sports for marketing purposes. reported by NBC Sports.
Kim Kardashian, Ye’s ex-wife, murmured On Monday, she promised “to unite with the Jewish community and call for an immediate end to the egregious violence and hateful rhetoric against them”.
Adidas said earlier this month that it was reassessing its partnership with Ye. Wearing a “White Lives Matter” shirt at Paris Fashion Week.
The severing of ties follows steps taken by others in the fashion and entertainment industry, including luxury fashion house Balenciaga and talent agency CAA, in response to the singer’s controversy. asked for comment.
ye have been further reduced online Locked out of his Twitter account and restricted on Instagram earlier this month amid backlash over anti-Semitic posts.
The Anti-Defamation League applauded the announcement, CEO Jonathan Greenblatt said: It shows that anti-Semitism is unacceptable and has consequences. ”
“Without a doubt, Adidas did the right thing by severing ties with Yeh after his vicious anti-Semitic rant,” he said, prompting thousands of people to email and celebrities to voice their opinions. and commented by Ye as part of a campaign for prominent brands to cut ties with artists.
“Adidas’ actions send a powerful message that anti-Semitism and prejudice do not exist in society,” Greenblatt said.
Morgan Song When Phil Hersel contributed.