Adidas said that it is reviewing its business deal with Ye and his Yeezy brand, which is estimated to bring in billions in annual revenue.
FILE - Kanye West arrives at the Vanity Fair Oscar Party on Feb. 9, 2020, in Beverly Hills, Calif. West’s Twitter and Instagram accounts have been locked because of posts by the rapper, now known legally as Ye, that were widely deemed antisemitic, according to reports, Sunday, Oct. 9, 2022.
Yeezy generates an estimated $2 billion a year, close to 10 percent of the company's annual revenue, Morningstar analyst David Swartz said. Ye, who has won 24 Grammy Awards and released numerous critically acclaimed platinum records, has had a significant impact on the music industry over the past two decades as a rapper and producer. His break in fashion began in 2009, when he partnered with Nike to release the Nike Air Yeezy 1. But Ye became unhappy with his Nike deal.Adidas partnered with the artist in 2013. The company announced a major expansion in 2015, relocating hundreds of employees from its German headquarters to its U.S.
But as he had with his past partnerships, Ye aired his grievances with Adidas in public. In June, he accused the company of stealing his designs, calling out Adidas chief executive Kasper Rorsted by name in a tweet. Kardashian, a reality TV star and business executive in her own right, released a statement asking for "compassion and empathy" because Ye was dealing with mental health issues. In the years that followed, Ye spoke ill of Kardashian, her family and her then-boyfriend, comedian Pete Davidson.
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