Kanye West’s Adidas deal ‘under review’ amid ‘White Lives Matter’ shirt scandal

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Kanye West’s Adidas deal ‘under review’ amid ‘White Lives Matter’ shirt scandal

Kanye West’s already tenuous relationship with Adidas is now “under review” in the wake of his recent “White Lives Matter” shirt incident.

“After numerous attempts to quietly settle the matter, we have decided to reassess the collaboration,” the firm said in a statement released Thursday, according CNBC.

During this period, we will continue to co-manage the present product.


In 2013, the fashion designer first collaborated with Adidas to have them handle the production and marketing of his Yeezy brand.

The contract was scheduled to extend through 2026, but in August of this year, West began to express his discontent with the corporation.

In an Instagram direct message to Complex magazine, he claimed that Adidas “selected colors and named them,” “hired people who worked for [him],” “stole [his] colours [and] styles,” and hired a general manager without his permission.

Additionally, the “All of the Lights” rapper alleged that the company delayed production of his Yeezy Gap collaboration with Balenciaga.

At the time, Adidas did not reply to West’s charges.

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Nonetheless, it appears that the company has been compelled to confront the difficulties they have with the “Gold Digger” rapper, since his future in the fashion industry hangs by a thread.

Many, including Vogue editor Gabriella Karefa-Johnson and supermodel Gigi Hadid, have slammed West openly for wearing a “White Lives Matter” shirt at his fashion show on Monday.

The apparel was interpreted as ridiculing the Black Lives Matter movement, which aims to draw attention to inequality, racism, and police violence against black people.

Despite the response, West has doubled down, posting on his Instagram Stories on Tuesday, “Everyone knows that Black Lives Matter was a fraud now it’s gone, thank you.”

Adidas would not, however, be the first fashion brand to sever ties with the “All Falls Down” rapper. In September, Gap revealed that they had split ways with Kanye West because their “visions” were “not matched.”

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