Adidas resolves dispute with Kanye West over antisemitism

Adidas has formally ended its dispute with Kanye West over the rapper’s antisemitic comments made in 2022, which led to the termination of their “Yeezy” collaboration. The company, which cut ties with West last year, has now reached a settlement, closing all legal proceedings without financial exchange.

The announcement, delivered during Adidas’ latest financial briefing, came as Chief Executive Bjorn Gulden confirmed that the dispute with Kanye West had officially ended, with no outstanding issues or financial exchanges between the parties. Gulden noted that both Adidas and West saw the importance of moving on from the conflict. He described the settlement as marking the end of a challenging chapter in their relationship, affirming that all previous matters were now in the past.

After the separation, Adidas was left with Yeezy inventory that was unsold, which was worth around £840 million (or €1.2 billion). Since the separation, Adidas has been steadily selling the Yeezy goods in stages, with the intention of finishing the sale by the end of the year 2024. Both non-governmental organisations (NGOs) and Adidas’ recently founded anti-discrimination foundation will receive a portion of the proceeds from these sales.

It was in 2014 when Adidas and Kanye West first began working together, and it was during this time that the Yeezy brand became a cultural phenomenon that gained appeal all over the world. On the resale market, Yeezy sneakers frequently sell out and fetch considerable amounts, sometimes reaching hundreds or thousands of pounds per pair. This is because the brand became well-known for its high demand, which led to the shoes’ widespread popularity.

The alliance, on the other hand, fell apart in October 2022 as a result of West’s several antisemitic comments that he posted on social media and his recurrent expressions of similar beliefs in interviews and podcasts. Following the occurrence of these occurrences, Adidas issued a statement in which it strongly condemned his views. The statement described his remarks as “unacceptable, hateful, and dangerous” and stated that they contradicted the company’s principles of fairness, respect, and inclusivity. As a result of the criticism, Adidas severed its connections with West, joining the ranks of other large corporations that distanced themselves from the rapper.

In the months following, West’s inflammatory statements resulted in his suspension from social media platforms. He continued to make controversial remarks in various media outlets, with some statements going unaired. In December 2022, he made a high-profile appearance on conspiracy theorist Alex Jones’ show InfoWars, where he expressed admiration for Adolf Hitler, further intensifying public outrage.

West, who has been open about his struggles with bipolar disorder, has spoken publicly about his mental health challenges, a factor many have noted in the fallout from his remarks. The rapper’s recent controversies and his separation from Kim Kardashian, among other personal challenges, have kept him in the public eye even as he faces backlash.

Adidas’ decision to settle and move forward signals an effort to close a controversial chapter and refocus on its brand and values. The company’s handling of Yeezy inventory aims to benefit social causes and uphold its commitment to fighting discrimination. With all legal disputes resolved, Adidas now aims to put the turbulent partnership behind it, allowing both the company and West to move forward separately.