It is a very fruitful collaboration for one as for the other which is likely to end abruptly.
Friday, Adidas announced in a press release
"reassessing its partnership"
with Kanye West, which normally runs until 2026. Rapper, stylist, Kanye West created in 2008 a line of sneakers called Yeezy.
After a first partnership with Nike, he signed with the German brand in 2013.
The success has been there for these original sneakers which have become collector's items trading on the secondary market.
Count at least 200 euros to get it.
This enthusiasm has helped to revive the image of Adidas.
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Alas, for several weeks, the cloth has been burning.
On social networks, the ex-husband of Kim Kardashian has accused, among other things, the brand with the three stripes of having, without its approval, launched a “Yeezy Day”, chosen colors or hired a general manager for Yeezy.
“It's time for Ye (his new name) to shape the new industry.
More company between me and my audience
,” he also posted in September.
That same month, he unilaterally terminated his contract with Gap.
Another detonator: the scandal caused by the inscription on the T-shirt worn by Kanye West during his fashion show in Paris on October 3.
It featured a white supremacist slogan “White Lives Matter”.
"A successful partnership is based on mutual respect and shared values
," Adidas said on Friday.
For a brand, a headliner can be whimsical, but not sulphurous.