Adidas has ended its partnership with West effective immediately. The German sportswear giant released a statement on 25 Oct., saying it "does not tolerate antisemitism and any other sort of hate speech." They went on to say his "unacceptable, hateful and dangerous" antisemitic comments violated the company's "values of diversity and inclusion, mutual respect and fairness."
They will cease sales and production of his products and will no longer pay West or his companies, resulting in a $246 million loss in sales.
West's relationship with Adidas has been troubled for some time. After he publicly accused the company of "copying" his designs, the sportswear giant released a statement on 7 Oct., saying the partnership is under review. "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," it read.
But after West made several dangerous antisemitic remarks, activists began calling for Adidas to sever ties with West altogether. On a 16 Oct. episode of "Drink Champs," hosted by N.O.R.E. and DJ EFN on Revolt TV, West declared, "I can say antisemitic things, and Adidas can't drop me. Now what? Now what?" The video has since been removed.
Following the episode's release, #BoycottAdidas trended on Twitter and the Anti-Defamation League wrote a letter urging Adidas to sever ties with the rapper.
Adidas first announced its partnership with West in 2013, with the designer releasing his inaugural Yeezy collection in 2015. Bloomberg reports that the partnership earned $1.7 billion in revenue in 2020 alone.