London, Europe Brief News – Adidas ended all ties with Kanye West over his ‘antisemitic’ remarks.
The sports brand said it “does not tolerate antisemitism” after Instagram and Twitter suspended his accounts over offensive posts.
The decision follows a nearly decade-long relationship between the German sneaker giant and the rap superstar, also known as Ye.
The company said recent comments and actions from West had been “unacceptable, hateful and dangerous. It further said they violate the company’s values of diversity and inclusion, mutual respect and fairness”.
The company also said it would take a “short-term” hit of €250m to its income for this year after deciding to stop the brand’s business with immediate effect.
It is to end production for products under West’s Yeezy brand and stop all payments to the rapper and his companies.
Adidas had been reviewing its partnership with Ye since he wore a “White Lives Matter” shirt at Paris Fashion Week. The Anti-Defamation League considers the slogan symbol of hate speech.
Earlier in March, Kanye West was blocked from Instagram over ‘bullying’ in spat with Pete Davidson about Kim Kardashian.
Kanye West is said to have been banned from sending any messages or posting on Instagram after his latest outbursts on the social media platform.
