Bjørn Gulden, chief executive of Adidas, has lamented the end of the company’s lucrative partnership with Kanye West, saying, “I don’t think he meant what he said,” regarding the rapper’s antisemitic comments in October 2022.
West, who has changed his name to Ye, wrote on X (formerly Twitter) that he was “going death con 3 On JEWISH PEOPLE … You guys have toyed with me and tried to black ball anyone whoever opposes your agenda”. On Instagram, he posted a screenshot of a conversation with Diddy, where he wrote: “Ima use you as an example to show the Jewish people that told you to call me that no one can threaten or influence me.” Ye had caused further anger earlier that month by including T-shirts with the slogan White Lives Matter in a Yeezy fashion show in Paris.
Later in October, Adidas ended a creative partnership with Ye that had begun in 2015, saying his comments were “unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness”.
In December, Ye caused further outrage after posting an image of a swastika blended with the Star of David to X and praising Adolf Hitler and Nazis in an interview with Infowars host Alex Jones. “I see good things about Hitler,” said Ye. “Every human being has something of value that they brought to the table, especially Hitler … [Nazis] did good things too.” He added: “There’s a lot of things that I love about Hitler.”
I don’t know what could convince a marketing team to sign any deal with someone like Kanye. Sure, he has massive appeal to a small group of people but for the most part he’s widely disliked. And it’s not like this is new information, he’s only stayed relevant by keeping himself in the news with controversy after controversy for the last decade or so. Adidas can try to walk his comments back all they want but he’s going to keep doing and saying stupid shit for the rest of his life.