The CEO of Adidas Bjorn Gulden recently expressed disappointment with the company’s severance of ties with Ye, the hip-hop artist and fashion designer formerly known as Kanye West, saying, “I don’t think he meant what he said” in reference to a series of anti-Jewish comments Ye made last fall.
Gulden, whose term began after the company had severed ties with Ye, shared these opinions on a Norwegian podcast called “In Good Company.”
I think Kanye West is one of the most creative people in the world. Both in music and what I call street culture. So he’s extremely creative and has together with Adi created a Yeezy line that was very successful. And then, as creative people, he did some statements, which wasn’t that good. And that caused Adi to break the contract and withdraw the product. Very unfortunate, because I don’t think he meant what he said and I don’t think he’s a bad person – it just came across that way.
That meant we lost that business. One of the most successful collabs in history – very sad. But again, when you work with third parties, that could happen. It’s part of the game. That can happen with an athlete, it can happen with an entertainer. It’s part of the business.
In October of 2022, Ye caused controversy when he appeared at a fashion show in Paris with conservative commentator Candace Owens wearing “White Lies Matter” T-shirts. He continued fanning the flames when he tweeted he was “going death con 3 On JEWISH PEOPLE […] You Guys have toyed with me and tried to black ball anyone whoever opposes your agenda.”
He also posted a swastika merged with a star of David, writing “YE2024 LOVE EVERYONE #LOVESPEECH,” which caused him to get suspended from Twitter by his former friend Elon Musk.
Ye made several interview appearances on podcasts and shows including Drink Champs, Lex Fridman, Piers Morgan, Chris Cuomo, Gavin McInnes, and finally Alex Jones in December, the last of which served as the final nail in the coffin as Ye repeatedly expressed approval of Adolf Hitler.
Leader of the Anti-Defamation League (ADL) Jonathan Greenblatt condemned Ye as a “vicious antisemite” who “put Jews in danger.” He approved of Adidas’s decision as “a thoughtful and caring resolution.” Biden also weighed in on the controversy, writing, “I just want to make a few things clear: The Holocaust happened. Hitler was a demonic figure. And instead of giving it a platform, our political leaders should be calling out and rejecting antisemitism wherever it hides. Silence is complicity.”
I just want to make a few things clear:
The Holocaust happened.
Hitler was a demonic figure.
And instead of giving it a platform, our political leaders should be calling out and rejecting antisemitism wherever it hides.
Silence is complicity.
— President Biden (@POTUS) December 2, 2022
Adidas ended its professional partnership with Ye on Oct. 25 over the artist’s comments regarding Jewish people, which they said violated the company values on “diversity and inclusion, mutual respect and fairness.” It ended production of all Yeezy branded products and ceased all payments to Ye and his companies, wiping some 250 million euros from its net income that year. The Yeezy brand was a big deal for Adidas, earning it 1.3 billion pounds, representing 7% of its overall revenue, in 2021. It was also an important source of income for Ye, who made 11% in royalties off the deal.
Since Ye’s interview with Alex Jones, he has remained under the radar except for occasional sightings with his new wife Bianca Censori. Recent rumors have it that he is working on a new album with her in Italy. Whether he will make a real attempt at a 2024 presidential bid remains unclear.
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