News reports that Ye (formerly Kanye West) may be back in business with sportswear giant Adidas is catching fire on social media.
In 2022, Adidas received criticism for its sluggish response to Ye’s repeated antisemitic remarks. The multihyphenate’s antics culminated in a declaration of love for genocidal maniac Adolf Hitler. Ye’s aggression stirred up painful memories of Adidas’s ties to the Nazis. Unsurprisingly, the multinational colossus saw its stock price drop hard and fast.
Facing dire economic consequences and being called out by a staff member for enabling Ye’s bigotry, Adidas finally severed ties with him in late October 2022. The company acknowledged that Ye’s rhetoric was “hateful and dangerous.”
It seems Adidas’ moral elasticity is rearing its head once again. Per Hot New Hip Hop, the company has negotiated a deal with the embattled hip-hoptrepreneur to sell its remaining Yeezy inventory this year. However, Adidas is not commissioning or selling new Ye designs.
Fans were disappointed to learn that Ye would be earning a profit through Adidas after shamelessly stirring up antisemitic sentiment last year.
News of Ye’s deal with Adidas spread like wildfire across social media.
In the eyes of his fans, Adidas’ decision to profit from products that will also benefit someone who made derogatory remarks about Jewish people has sent the message that Ye prevailed.
Some Ye fans ridiculed the company for putting profit over principles concerning the fundamental human rights of Jewish people.
Adidas’ yo-yo-ing policy on Ye made a mockery of the reluctant solidarity they demonstrated for the people he targeted last year.
West’s contract with Adidas was his chief source of income. When the company cut ties with Ye, he lost his billionaire status overnight. It took only four months before Adidas did a semi-about-face to profit from its remaining Yeezy inventory. While it might be good business, it sends the wrong signal.
