Adidas puts Yeezy partnership with Kanye West 'under review'
The Hindu
‘Ye’ has netted billions selling the ‘Yeezy’ range through Adidas since 2015, but the collaboration is increasingly dogged by tensions
German sportswear giant Adidas said Friday it was reconsidering its partnership with Kanye West after the U.S. rap star reportedly became disgruntled with how the brand was marketing his products.
The artist now known as Ye has netted billions selling his Yeezy clothing range through the German company since 2015, but the collaboration had recently been dogged by tensions.
"After repeated efforts to privately resolve the situation, we have taken the decision to place the partnership under review," Adidas said in a statement.
In a recent Instagram message cited by U.S. media outlets, West had accused Adidas of arranging marketing events and bringing back older styles without his approval.
He also said the brand had hired staff to work under him and organised a "Yeezy Day" without his involvement.
West also sparked controversy this week when he was pictured wearing a "White Lives Matter" T-shirt at Paris Fashion Week.
The artist was associated with Nike for years but broke away in 2013, lending his name to Adidas as they launched their first Yeezy shoe together in 2015 – a partnership that went on to make him a billionaire.
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