‘Yee’ has raked in billions from ‘Yeezy’ range sales through Adidas since 2015, but tensions in the collaboration are rising.
‘Yee’ has raked in billions from ‘Yeezy’ range sales through Adidas since 2015, but tensions in the collaboration are rising.
German sportswear giant Adidas said on Friday it is reconsidering its partnership with Kanye West after the American rap star reportedly became dissatisfied with how the brand was marketing its products.
The artist now known as Yeh has made billions by selling her Yeezy clothing range through the German company since 2015, but the collaboration was mired in tension until recently.
“After repeated efforts to resolve the situation privately, we have made the decision to place the partnership under review,” Adidas said in a statement.
In an Instagram message recently cited by US media outlets, West accused Adidas of arranging marketing events and bringing back older styles without her approval.
He also stated that the brand had hired employees to work under him and organized a “Yeezy Day” without his participation.
Kanye West sparked controversy at Paris Fashion Week this week when he was pictured wearing a “White Lives Matter” T-shirt. , Photo Credit: Twitter/@RealCandaceO
West also sparked controversy this week when he was pictured in Paris wearing a “White Lives Matter” T-shirt fashion Week.
The artist had been associated with Nike for years, but split in 2013, lending their name to Adidas as they launched their first Yeezy shoe together in 2015 – a partnership that went on to make them a billionaire.
Along with Beyoncé, Stella McCartney, and Pharrell Williams, West has been one of the top names Adidas uses to boost sales, especially online.
In announcing the review, Adidas did not mention recent tensions, but said that its partnership with the rapper was “one of the most successful collaborations in the history of our industry” and was “rooted in mutual respect and shared values”.
West has made headlines in recent years for his mental problems, controversial comments about slavery, and his endorsement of former US President Donald Trump.
White Lives Matter T-shirt gets criticism
He was widely criticized for wearing a “White Lives Matter” T-shirt, which was also shown in Paris as part of his collection.
The phrase “Black Lives Matter” became a rallying cry in protest against the racism and police brutality that led to the 2020 killing of George Floyd.
When asked why he wore it, West said in a Fox News interview on Thursday: “I do some things with a feeling I like, just channel the energy, it feels right.”
The Chicago-born star was one of the most famous power couples in the world for years thanks to her marriage to reality TV star Kim Kardashian.
But Kardashian filed for divorce last year after US media reported that the pair was living separately and dealing with “regular relationship issues.”
West and retail brand Gap also announced the termination of a partnership last month, with the artist saying they plan to open their own stores.
The announcement sparked months of social media complaints from West, which included allegations that he was left out of the creative process and criticism of marketing delays.
“The GAP is left with no option but to terminate their collaboration agreement due to substantial non-compliance with GAP,” the artist’s attorney, Nicolas Gravante, wrote in a letter.
However, the controversy surrounding their Business Undertakings Haven’t Diminished West’s Success music world, as the star continues to enjoy hits and praise from critics.
His album “Donda” was nominated for Album of the Year and Best Rap Album at the 2022 Grammys.