Since Kanye West became the face of Adidas’ Yeezy shoe line in 2013, the collaboration between the two powerhouse brands has been highly successful. However, in July 2020, Adidas and Kanye West announced that they were parting ways. This surprising move left many people wondering, “Why did Adidas drop Kanye?” In this article, we’ll explore the potential reasons behind this decision, including the difficulty of working with Kanye, his controversial statements, and the need to pursue a new strategy.
Adidas dropped Kanye West in June 2019 after a series of controversial statements he made in an interview with TMZ. Adidas said Kanye West’s comments were not in line with the values of the company, which include diversity and inclusion.
Adidas was one of Kanye West’s earliest supporters, signing him to a 10-year partnership in 2013. The partnership included the release of the Yeezy sneaker line, which was a major success for Adidas. However, Kanye West’s comments on slavery in the TMZ interview caused Adidas to drop him.
Kanye West later apologized for his comments, but Adidas has not reversed its decision to drop him. Adidas has since focused its efforts on other partnerships and initiatives that promote diversity and inclusion.
Adidas Drops Partnership with Kanye West
Adidas and Kanye West have ended their long-time partnership. The global fashion and lifestyle brand announced the decision on June 30, 2020, thus ending their 15-year-long collaboration. Adidas was one of the first major brands to recognize Kanye West’s potential and the two have worked together for over a decade, creating some of the most iconic pieces of footwear, apparel and accessories.
Kanye West first collaborated with Adidas in 2006 when he launched the “Yeezy” line of sneakers and apparel. The partnership quickly grew in popularity, with the “Yeezy” line becoming a mainstay in the sneaker and fashion world. Adidas and Kanye West have released several successful collections over the years, many of which sold out almost immediately.
The decision to drop the partnership was reportedly mutual and due to a disagreement over the future of the “Yeezy” line. Adidas is said to be focusing on its own core brand identity and Kanye West is reportedly looking to expand the “Yeezy” line into other areas.
Kanye West’s Impact on the Adidas Brand
Kanye West’s partnership with Adidas has been an undeniable success for both parties. The “Yeezy” line has been a major influencer in the global fashion scene, with its unique and often controversial designs. Kanye West has also been a major advocate for the Adidas brand, often wearing their products in public and promoting them through his music, interviews and social media.
Kanye West’s impact on Adidas has been reflected in the brand’s financial performance. Adidas has seen strong sales growth in recent years, with the “Yeezy” line contributing significantly to their success. In 2019, Adidas reported a net income of €3.67 billion, up from €2.87 billion in 2018.
Kanye West’s influence on the Adidas brand has been so significant that the company has even named a new headquarters in Germany after him, the “Kanye West Tower.” The building is set to open in 2021 and will be the center of the company’s operations.
Adidas’ Future without Kanye West
Adidas has stated that they are not looking to replace Kanye West and that the decision to end the partnership was mutual. However, the company is now looking to focus on their own core brand identity. Adidas is planning to introduce new technologies and innovative designs in the coming years, with a particular focus on sustainability.
Adidas is also looking to expand into new markets, such as China and India, as well as launching new product categories, such as home furnishings. The company is also planning to expand its e-commerce capabilities, as well as introducing new retail stores in key cities around the world.
Adidas is also investing heavily in digital marketing, with the aim of increasing brand awareness and connecting with customers on a more personal level.
Kanye West’s Plans for the Future
Kanye West is reportedly looking to expand the “Yeezy” line into other areas, such as home furnishings and apparel. The rapper is also said to be working on a new shoe line, as well as a streaming service, which he has said will be “the Netflix of music.”
Kanye West is also reportedly looking to expand his fashion empire. He recently launched his new “Yeezy Gap” clothing line, which will be available in stores in 2021. The rapper is also said to be working on a new beauty line, as well as a new line of sunglasses.
Kanye West has also reportedly been in talks with other major fashion brands about potential collaborations. It is likely that the rapper will continue to have a major influence on the fashion world in the coming years.
Few Frequently Asked Questions
What Is Adidas?
Adidas is a multinational corporation that specializes in the design, production, and distribution of athletic and casual footwear, apparel, and accessories. Founded in Germany in 1924, it is one of the world’s largest sportswear manufacturers and has a presence in over 160 countries. With their signature three-stripe logo, Adidas has become an iconic global brand that is associated with quality and style.
What Is the Relationship Between Adidas and Kanye West?
Adidas and Kanye West had a long-standing partnership that began in 2013. Kanye was the head of Adidas’ Yeezy line of footwear and apparel, which was a collaboration between the two brands. The partnership made both Adidas and Kanye successful, as Yeezy was one of the most popular fashion lines in the world.
Why Did Adidas Drop Kanye West?
Adidas decided to end its partnership with Kanye West in 2020 due to his increasingly controversial behaviour. This included his comments about slavery being a “choice,” his support for Donald Trump, and his erratic behaviour in public. Adidas felt that these comments and actions were damaging their brand image and decided to sever ties with Kanye West.
What Happened As a Result of Adidas Dropping Kanye West?
The termination of Adidas’ partnership with Kanye had a significant impact on the company. Their stock price dropped by more than 4% and the company was criticized by some for their decision. Adidas also lost out on the revenue generated by the Yeezy line, which was estimated to be around $1.5 billion in 2020.
What Is Adidas Doing to Recover?
Adidas has been focused on rebuilding its image and regaining the trust of its customers. The company has released a new sustainability plan to reduce its environmental impact, partnered with global nonprofits to promote diversity and inclusion, and launched new marketing campaigns to emphasize its commitment to social responsibility.
What Does the Future Hold for Adidas and Kanye West?
It is unclear what the future holds for Adidas and Kanye West. Adidas has stated that they will not be re-entering into a partnership with Kanye. However, Kanye has stated that he is still interested in collaborating with Adidas and has even mentioned the possibility of launching his own line of apparel.
#Adidas Cuts Ties With #KanyeWest
In conclusion, Adidas dropping Kanye West from their partnership was a controversial decision that had a ripple effect on the fashion industry. Adidas has long been a leader in the industry, and their decision to drop Kanye was a reflection of their commitment to upholding a certain standard of excellence. While it’s impossible to know what the future holds for Kanye and Adidas, it’s clear that this decision will have a lasting impact on the fashion industry and their respective partners.
