Adidas probing allegations about Kanye West’s behavior

Adidas Kanye West Shoe

Kanye West at Milk Studios on June 28, 2016 in Hollywood, California. adidas and Kanye West announce their future partnership: adidas + KANYE WEST Jonathan Leibson/Getty Images for ADIDAS/AFP (Photo by Jonathan Leibson / GETTY IMAGES NORTH US / Getty Images via AFP)

Adidas said on Thursday it was investigating complaints against Kanye West following a report detailing alleged inappropriate behavior, just weeks after the German sportswear giant ended ties. partner with this rapper.

US magazine Rolling Stone reported that the rapper broadcast pornography to Adidas employees during meetings, discussed pornography, and presented an intimate photo of ex-wife Kim Kardashian in the photo. job interviews.

It said former members of the group associated with “Yeezy” – a line designed with the rapper in mind – issued a letter alleging Adidas executives were aware of the behavior that had been going on for several years. years but turned a blind eye.

“It remains unclear whether the accusations in an anonymous letter are true,” Adidas said in a statement.

“However, we take these allegations very seriously and have made the decision to conduct an independent investigation into this matter immediately to address the allegations.”

The Rolling Stone report, citing unnamed former employees, accused the rapper of using employee intimidation tactics, often directed at women.

In the letter, former Yeezy employees called on Adidas to address “the toxic and chaotic environment that Kanye West has created.”

The new revelations come after Adidas last month ended a lucrative partnership with West – known officially as Ye – following a series of anti-Semitic outbursts by the star.

At the time, the company said his comments were “unacceptable, hateful and dangerous”.

Controversial rapper

The sports provider has taken a heavy financial hit from the move, which is forecast to cut its 2022 net income in half.

In its latest statement on Thursday, Adidas said it has been and continues to be “actively engaged in conversations with our employees about the events that led to the decision to end our partnership.” I.

“They have our full support and as we are working through the details of the termination.”

Adidas began rethinking its relationship with West after he appeared at a Paris fashion show wearing a shirt that read “White Lives Matter”, a slogan created to backlash against the Black Lives Matter movement.

A few days later, he was locked out of Twitter and Instagram for anti-Semitic threats.

The artist was associated with rival sportswear company Nike for many years but split in 2013, lending his name to Adidas when they launched their first Yeezy shoe in 2015 – a partnership that has since make him a billionaire.

Along with Beyonce, Stella McCartney and Pharrell Williams, West is one of the top names used by Adidas to drive sales, especially online.

But human rights campaigners and figures in the entertainment world have put pressure on Adidas to stop collaborating with the rapper.

U.S. clothing company Gap and Paris-based fashion house Balenciaga also recently ended their cooperation with the West.

Earlier this month, Adidas appointed a new CEO – Bjorn Gulden, director of competitor Puma. In addition to the fallout from the controversy in the West, he faces the task of improving sales that have been affected by COVID-19 restrictions in the key Chinese market.


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