In 2019, Adidas announced that it would drop Kanye West from its roster of celebrity collaborators. The news surprised many, considering the success of West's Yeezy line with the company. So, what went wrong? Why was one of Adidas' most successful partnerships coming to an end? In this blog post, we will explore the reasons behind Adidas' decision to drop Kanye West and its effect on the Yeezy brand.
Adidas' History with Kanye West
Adidas has a long history with Kanye West. The two have been linked since 2006 when West signed a deal with the company to release his line of sneakers, apparel, and accessories. Since then, West has released several successful Adidas products, including the Yeezy Boost line of sneakers. However, relations between West and Adidas have not always been smooth. In 2013, West infamously stormed the stage at the MTV Video Music Awards and interrupted Taylor Swift's acceptance speech. This led to widespread criticism of West, and Adidas distanced itself from him in the aftermath.
In 2015, relations between West and Adidas seemed to be on the mend when the company announced that it was expanding its partnership with him. However, things worsened in 2016 when West went on a rant during one of his concerts about Beyoncé and Jay-Z. However, This caused a further public backlash against him, leading to Adidas terminating its relationship with him.
The End of the Adidas x Yeezy Partnership
Kanye West and Adidas have ended their partnership after several years. The two had been working together on some products, including the Yeezy line of sneakers. However, sources say that Adidas was not happy with West's behavior recently, including his public support of Donald Trump and comments about slavery. Moreover, West has also been vocal about his dissatisfaction with Adidas, saying they have not been paying him what he is owed. It is unclear what will happen to the Yeezy line now that West is no longer involved with Adidas.
Kanye West's Mental Health and Adidas
Kanye West's mental health has been a topic of public discussion for years. In 2016, he was hospitalized for a "psychiatric emergency" and later diagnosed with bipolar disorder. Since then, he has been open about his struggles with mental health and has spoken out about the need for more mental health resources and support.
West's relationship with Adidas also came under scrutiny after he made a series of controversial statements, including claiming that slavery was a "choice." Adidas released a statement distancing itself from the West but did not officially drop him from the company. However, following the release of West's album Ye, which included lyrics referencing mental illness and suicide, Adidas announced that it would no longer be working with West.
While some have criticised Adidas for its decision, others have praised the company for taking a stand against normalizing mental illness. Mental health is a complex issue, and there is no one-size-fits-all solution. However, it is essential to have open conversations about mental health to destigmatize it, promote understanding and support.
The Future of Adidas
There is no doubt that Adidas is one of the most popular brands in the world, especially among celebrities. However, there are concerns about the company's future, notably after it dropped Kanye West. Some people believe this was a mistake and that Adidas will soon regret it. Others believe that this was a necessary move to protect their brand image. Only time will tell what the future holds for Adidas.
While we may never know the whole story of why Adidas dropped Kanye West, it's clear that the company wasn't happy with his behavior. Whether his comments about slavery or his support of Donald Trump, Adidas didn't want to be associated with him anymore. And while some might say that they miss Kanye's clothing line, it's probably that he is no longer affiliated with the company for the best.