The company’s share price is down more than 15 percent since August 8. Adidas could also move to cut ties, though the costs of antagonising Ye further are likely too high for that option to be realistic, experts say. It must determine the best way to mend fences, whether that’s with a public apology or by offering some new financial incentives or greater control of the partnership (or some combination of both). The company, which hasn’t yet publicly acknowledged Ye’s accusations, has a few options, none easy. The line, which runs until 2026, is no celebrity vanity project either, with nearly $2 billion in annual sales. Since 2015, Ye has given the brand access to an audience it has struggled to engage on its own. It’s hard to overstate how important the Yeezy brand is to Adidas. Later in the month, it announced that chief executive Kaspar Rorsted would exit the company in 2023.īut little could have prepared Adidas for the social media onslaught instigated by their top celebrity collaborator: Ye, the artist and designer formerly known as Kanye West, who has accused the company of effectively shutting him out of his namesake sneaker line. The company issued a profit warning ahead of an earnings report, citing its struggles in China. He ended his most recent tirade with “now it’s time for Gap” followed by a smiley face, hinting at leaving Adidas for his ongoing efforts at continued collaboration with Gap.Adidas already had its share of bad news in August. Meanwhile, Diddy and Swizz Beatz called for a boycott of Adidas in solidarity with Kanye, after West took aim at the clothing outfitter and GM Daniel Cherry in particular. You f*****g with my mental health now, bro.” That he had the power to f**k with me that week,” Cudi said. “And then you got this person’s trolls sending you messages on Instagram and Twitter? All in your comments? That sh*t pissed me off. Ever since Pete and Kim made their relationship public, Kanye had voiced his disdain for the comedian online, referring to him as “Skete” in a rant he made earlier this year.Īlso unlikely to receive Kanye’s olive branch is Kid Cudi, who addressed the end of his friendship with West in an August interview with Esquire Magazine, telling the outlet “I’m at a place in my life where I have zero tolerance for the wrong energies.” Cudi Calls Out Kanye For Messing With His Mental Health Following Social Media AttacksĬudi shared how the whole situation messed with his mental health and questioned, “Do you know how it feels to wake up one day, look at your social media, and you’re trending because somebody’s talking some shit about you?” NEW YORK, NY – FEBRUARY 12: Recording Artist Kanye West and Kid Cudi attend the Band of Outsiders Fall 2011 fashion show during Mercedes-Benz Fashion Week at SIR Stage on Februin New York City. A post shared by The Shade Room Kardashian and Pete Davidson dated for 9 months before sources close to the couple confirmed their breakup last month.
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