After Gap, now Kanye West's relationship with fashion brand Adidas breaks down

  • Style
  • Friday, 07 Oct 2022

A file picture shows Kanye West speaking at the 2022 BET Awards. Photo: Reuters

German sportswear giant Adidas is reviewing its relationship with business partner and rapper Kanye West, CNBC reported.

"After repeated efforts to privately resolve the situation, we have taken the decision to place the partnership under review. We will continue to co-manage the current product during this period," CNBC cited the company as saying in a statement.

Read more: Why did Kanye West's relationship with fashion brand Gap fall apart?

According to the report, Adidas made the decision to review its relationship with West due to the rapper publicly criticising Adidas and its chief executive officer Kasper Rorsted.

The US rapper, who in August legally changed his name to Ye, had even claimed that the German group was copying his ideas.

Adidas announced its partnership with West in 2013. The rapper and the German company took their relationship to next level in 2016 after announcing an extension of the deal and the launch of a new Yeezy category.

West has recently been publicly critical of the company and its CEO, accusing the sportswear brand of not giving him enough control over the line.

In June, West took to Instagram to accuse Adidas of copying his Yeezy Designs.

Read more: Kim Kardashian culls Dolce & Gabbana archives for Milan Fashion Week show

The hip-hop superstar shared an image of Adidas' recently released Adilette 22 slide sandals and alleged they are "a fake Yeezy made by Adidas themselves."

He subsequently deleted the post that contained a message addressed to Adidas CEO Rorsted.

"I'm not standing for this blatant copying no more," West wrote. "This is for everyone who wants to express themselves but feel they can't cause they'll [lose] their contract or be called crazy." – dpa

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fashion , Adidas , Kanye West , accessories , footwear


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