Kanye West Defense From Adidas CEO Leads To Swift Clarification From The Brand

Adidas was quick to set the record straight.

BYAlexander Cole
adidas + KANYE WEST New Partnership Announcement

Kanye West and Adidas are no longer business partners. Although they made billions of dollars together, it became clear they needed to split. Following Kanye's barrage of anti-semitic remarks, Adidas took action and put an end to their contract. However, they had to rejoin forces recently so they could sell off a whole bunch of Yeezy stock. It was a successful restock that allowed Ye and Adidas to get some money back after staggering losses.

Recently, the Kanye x Adidas partnership was relitigated by none other than Adidas CEO Bjorn Gulden. Gulden was on a podcast where he revealed how he believes Ye is not a bad person. Moreover, he praised him for his creativity. “I think Kanye West is one of the most creative people in the world, both in music and what I would call street culture. He’s extremely creative," Gulden said. "I don’t think he meant what he said and I don’t think he’s a bad person, it just came across that way."

Read More: Bianca Censori Is A “Personal Assistant” To Kanye West, Sources Claim

Kanye West x Adidas

Of course, a lot of people took issue with this as they felt it was a diminishing of Ye's words. Well, Adidas decided to take action and issued a statement to the Associated Press. In this statement, they make it clear that they feel like the end of their Ye partnership was the right thing to do. “Our decision to end our partnership with Ye because of his unacceptable comments and behavior was absolutely the right one,” Adidas exclaimed. “Our stance has not changed: Hate of any kind has no place in sports or society, and we remain committed to fighting it.”

This was a small but significant controversy for Adidas given the fact that they had to respond. Hopefully, they have learned their lesson as it pertains to Ye. Let us know what you think of all this, in the comments section below. Additionally, stay tuned to HNHH for the latest news and updates from around the music world. We will always keep you informed.

Read More: Kanye West’s “Graduation” Turns 16


  • Link Copied to Clipboard!
About The Author
Alexander Cole is the current Managing Editor of HotNewHipHop. He started at HotNewHipHop back in 2018 where he began as a Sports and Sneakers writer. During this time, he has shown an expertise in Air Jordans, Yeezys, and all things that have to do with Nike. His favorite kicks are the Air Jordan 1 High OG, the Air Jordan 4, the Air Jordan 6, and the Adidas Yeezy Boost 350 V2 in the "Beluga 2.0" colorway. Although his collection might not be the biggest, he is always looking to add new styles to it. When it comes to sports, Alex has a particular interest in the NBA and the NFL. His favorite teams are anywhere LeBron goes, and the Kansas City Chiefs. As a Montrealer, the Montreal Canadiens hold a special place in his heart, even if they haven't won the Stanley Cup in his lifetime. Alex also works for the Concordia Stingers, where he provides play-by-play and color commentary for the football, hockey, and basketball teams His favorite hip-hop artists are Kendrick Lamar, Playboi Carti, Travis Scott, and Lil Uzi Vert.