Kanye West is convinced he will recover his losses from the severed Adidas partnership. As AFROTECH™ previously told you, the apparel giant severed its ties with the rapper and record producer in 2022 due to antisemitic remarks West made at the time. As a result, Adidas paused the production of all Yeezy-branded products and froze payments to West and his companies. “Adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful, and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect, and fairness,” the company declared in a press release . “After a thorough review, the company has taken the decision to terminate the partnership with Ye immediately, end production of Yeezy branded products, and stop all payments to Ye and his companies. Adidas will stop the Adidas Yeezy business with immediate effect.” In May 2023, Adidas softened its posture, announcing the company...

A young basketball star has made history over at Adidas.

Once again, Adidas has proven to benefit from the popularity of Yeezy.

Even though Kanye West’s partnership with Adidas is over, he is still reaping the benefits.

Certain artists produce music that serves as markers in time and culture. Artists like Whitney Houston, Michael Jackson, Jay-Z, and many others have hits that will take people to a specific memory and help define moments. Although his actions may sometimes overshadow his music, Kanye West can be added to that list of artists. West is a Chicago native that entered the music scene, writing and producing music for major artists. He would go on to establish a solo career that had mainstream success with songs like “Flashing Lights,” “Gold Digger,” and “Good Life.” Throughout his career, the 45-year-old has earned several Grammy Awards with four Billboard number-one hits and 20 top-ten hits on the charts. And this success was based on a formula West had in mind for changing the hip-hop landscape. His creativity was beyond limits, even from the start of his career. “Pop music has a lot of instrumentation, and I brought that to hip-hop,” West explained in a 2004 Complex interview. “I want...

Adidas has made a decision regarding one part of the turmoil that came with severing ties with Kanye West.

Adidas’ trademark opposition against one of today’s leading movements has quickly made a 180-turn.

After cutting ties with Kanye West , Adidas has suffered a huge operating loss.