After the most recent Paris Fashion Week show, unveiling Yeezy Season 9, Kanye decided to wear another controversial piece of apparel that caught the attention of the retail giant Adidas. Over the years, the Yeezy collaboration with Adidas has been the most successful partnership the retailer has ever had in its history. Although Yeezy brought positive monetary value to Adidas, Ye himself has continuously stirred up controversy in the media that didn’t align with Adidas and its moral values. Adidas believes that partnerships are based on respect and sharing mutual values. After repeated efforts to privately resolve the wrongdoings of Mr. West, Adidas took this matter into its hands to officially put the lucrative deal “under review.”
Ye did not hold back with his comments to Adidas back in June, accusing the company of stealing his designs to “not getting his approval” for YEEZY Day. adidas GM Daniel Cherry III and outgoing CEO Kasper Rorsted were also targets of the rapper and designer’s ire, with Ye frequently roasting both individuals on social media.