Adidas has ended its partnership with Kanye West for the rapper’s “unacceptable, hateful and dangerous” anti-Semitic posts on social media.
In a statement, the German sportswear company said it had made the decision to “immediately end the partnership with Ye”.
The company said: “Adidas does not tolerate anti-Semitism and any other type of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous and violate the company’s values of diversity and inclusion. mutual respect and fairness “.
Adidas is the latest in a number of companies who have cut the ties with the rapper on his offensive social media posts.
The 45-year-old, who legally changed his name to Ye last year, said he was going to “sentence 3 Jews to death” and recently suggested that slavery was an option.
Adidas said it will also stop manufacturing Yeezy-branded products and stop all payments to Ye and its companies.
The company had come under increasing pressure to cut ties with West given its remarks, with celebrities and others on social media urging Adidas to take action.
The West was criticized by his ex-wife Kim Kardashian which said “hate speech is never acceptable or excusable” and was recently abandoned by the talent agency CAA.
Read More: What the rapper said and how people reacted
Adidas added that the end of its partnership will have an expected “short-term negative impact” of up to 250 million euros on the company’s net profit in 2022.
West also drew criticism for wearing a “White Lives Matter” T-shirt at his Yeezy collection show in Paris.
A full documentary on West has also been shelved.
JP Morgan Chase ends banking relationship with rapper
West blocked by Instagram for “bullying” in a squabble with Pete Davidson
The rapper was suspended from Twitter and Instagram for posts that the social networks said violated their policies.
It is in the process of purchasing the Parler alternative messaging platform. The site has defined itself as an impartial platform and has become popular with those who have been banned from Twitter, also hosting prominent American conservative voices.
The app only returned to the Google Play Store last month, having been removed after the Capitol riots in January 2021 for allowing posts seeking to “incite ongoing violence in the United States.”