Dissolving The Adidas-West Partnership: Why Do We Have to Distinguish? Some Remarks on the “Ye Saga”

Recently, Ye said “I can say antisemitic s*** and Adidas cannot drop me,” during a tirade against Jews on the Drink Champs Podcast. He commented on his followers that he would go to death con 3 on Jewish people.

Sales and production of his products have stopped as well as payments to Ye and his companies. Adidas said it will take a €250 million hit ($246 million) to its fourth quarter sales.

Adidas has partnered with West since 2013, when the company signed his brand away from rival Nike. The rap artist and Adidas created the most significant partnership in the history of non-athletes and athletic brands.

The shares of adidas fell in the city. In November, Adidas will provide additional information about the financial consequences of dissolving its partnership with Ye.

The list of brands distancing themselves from West is growing. Balenciaga and Vogue publicly cut ties last week, and on Monday, talent agency CAA dropped West as a client. Production company MRC said that it’s shelving a documentary on West.

The Ye saga shows the importance of vetting celebrities thoroughly and avoiding those who are very controversial or unstable with brands such as GAP and Balenciaga according to NeilSaunders.

“Although there is room for some tension in fashion, this must never cross the line of decency and basic respect for humanity. If a companies becomes overly dependent on a difficult personality and fails to heed this, they will get stung.

A business executive who worked for West, who now goes by Ye, told CNN that the artist created a hostile work environment, in part through his “obsession” with Hitler.

He would praise Hitler for being able to accumulate so much power and he would talk about how great things the Nazi Party did for the German people.

An investigation of West’s comments about Hitler and antisemitism during the ‘1913-99 Grammys in Los Angeles’

CNN has reviewed a settlement between the executive and West and his companies over workplace complaints. The former executive wants to remain anonymous due to fear of being retaliated against by West. According to the agreement, West denied the executive’s allegations.

The executive told CNN that West spoke openly about reading “Mein Kampf,” Hitler’s 1925 autobiographical manifesto and expressed his “admiration” for the Nazis and Hitler for their use of propaganda.

Universal Music Group, owner of Def Jam, which used to distribute West’s music, said in a statement to CNN Tuesday that the company’s relationship with his GOOD Music label ended last year.

antisemitism is not welcome in our society. Universal Music said they are committed to fighting antisemitism and other forms of prejudice.

There were banners raised by antisemitic demonstrators that referred to West. His comments have been condemned by the American Jewish Committee and the ADL, as well as numerous political leaders and celebrities, including his former wife, Kim Kardashian.

West wrote in part that he lost two billion dollars in one day and that he is still alive.