Adidas put Kanye West Yeezy partnership deal under review

today07/10/2022 14

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Adidas has announced that it is placing its deal with Kanye West’s Yeezy brand under review following the rapper’s appearance in a “White Lives Matter” t-shirt at his Paris Fashion Week show last week.

In a statement seen by Hype Beast, representatives for the sportswear brand said: “successful partnerships are rooted in mutual respect and shared values”.

From a now-deleted Instagram post, Kanye claimed that Adidas has “stole” his designs and on Thursday he posted: “F*CK ADIDAS I AM ADIDAS.”

Read this next: Kanye calls Black Lives Matter movement a “scam”, doubling down on latest controversy

Adidas told the BBC it had put the partnership under review after “repeated efforts to privately resolve the situation.”

Adidas’ full statement reads: “Adidas has always been about creativity, innovation and supporting athletes and artists to achieve their vision.”

“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.”

In August he accused Adidas of creating “Yeezy Day” — an annual day where the sportswear brand will “re-release” iconic sneakers from the Yeezy archive — without his permission.

Read this next: Kanye West reveals he hasn’t “read any books”

Since wearing the contreversial T-shirt alongside US conservative commentator Candace Owens, Kanye added a short statement on Instagram – also now-deleted – reading: “Everyone knows Black Lives Matter was a scam”.

His Instagram Story currently shows a screenshot of an Instagram post by American football player Antonio Brown of them both together, captioned: “All Lives Matter”.

Becky Buckle is Mixmag’s Video and Editorial Assistant, follow her on Twitter

Written by: Tim Hopkins

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