Adidas deal goes west
LOS ANGELES: Adidas has cut its multi-million dollar ties with Kanye West in the growing controversy over the rapper’s antisemitic comments.
The German sportswear brand said it would end its partnership with West - who now styles himself as Ye - and stop manufacturing his Yeezy branded products.
The deal is believed to have generated $3 billion a year, close to 10 per cent of the company’s annual revenue. Ending it will cost the company at least $390m in net income this year, analysts said.
West has been strongly condemned for recent comments and a promise on social media to go “death con 3 on Jewish people.”
The American clothing giant Gap also ended its partnership with Ye in September. And Creative Artists Agency said it was no longer working him.