Adidas has cut ties with Ye, formerly known as Kanye West, after being pressured to end her partnership with the rapper in the wake of his anti-Semitic comments.
“Adidas does not tolerate anti-Semitism and any other type of hate speech,” the company said in a statement on Tuesday. “Yi’s recent comments and actions are unacceptable, hateful and dangerous, and violate the company’s values of diversity, inclusion, mutual respect and fairness.”
The German sports brand said the decision to end its partnership with Ye “immediately” came after a “comprehensive review”.
Adidas, which began its partnership with Ye in 2013, has said it will end production of Yeezy-branded products and stop all payments to Ye and his companies.
“Adidas will cease its Adidas Yeezy business with immediate effect,” the statement said.
The company said the move is expected to have a “short-term negative impact of up to €250 million,” or about $246 million, on the company’s net income in 2022.
The decision comes after mounting pressure from people online calling for the company to end its relationship with the artist after an anti-Semitic hate group was accused of hanging a sign on a Los Angeles highway on Saturday that read “I was right about the Jews.”
A large number of local politicians, social media users and celebrities condemned the banner.
Kim Kardashian, Yi’s ex-wife, chirp On Monday, she pledged to “stand with the Jewish community and call for an immediate end to the terrible violence and hate speech towards them.” She did not mention Yi or Adidas in the tweet.
Adidas also said this month that it was reassessing its partnership with Yi after he wore a “White Lives Matter” T-shirt during Paris Fashion Week.
The severing of ties follows steps taken by others in the fashion and entertainment industries – including luxury fashion house Balenciaga and talent agency CAA – in response to controversies sparked by the singer. NBC News has contacted a publicist for Ye for comment.
“We are taking immediate steps to remove the Yeezy Gap product from our stores and have closed YeezyGap.com,” Gap, which announced in September that it was ending its partnership with Yeezy Gap, said in a statement Tuesday.
“Anti-Semitism, racism and hatred in any form cannot be justified or tolerated in accordance with our values. On behalf of our customers, employees and shareholders, we partner with organizations that fight hate and discrimination,” the company said.
Additionally, Ye has been curtailed online by being banned from his Twitter account and restricted on Instagram earlier this month amid a backlash over anti-Semitic posts.
The Anti-Defamation League praised the announcement with CEO Jonathan Greenblatt saying: “This is a very positive outcome. It shows that anti-Semitism is unacceptable and leads to consequences.”
“Without a doubt, adidas did the right thing by cutting ties with Yi after his vicious antisemitic remarks,” he said, noting that thousands of people sent emails, celebrities spoke out, and prominent brands cut ties with the artist as part of the campaign denouncing Yi’s comments.
“Adidas’ work sends a powerful message that anti-Semitism and bigotry have no place in society,” Greenblatt said.
Morgan Song Contributed.
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