Adidas has severed ties with Kanye West, the controversial US rapper, over his antisemitic remarks.
In recent weeks, West has gone on several anti-semitic rants on social media.
On Instagram, the rapper alleged that Jews control Hollywood. This had led to his suspension from the platform.
West also took to Twitter to say he was going “death con 3 on the Jewish people” — apparently referring to the military readiness condition. He was also suspended on the microblogging platform.
West recently suggested slavery was a choice and called the COVID-19 vaccine the “mark of the beast,” among other controversial comments.
In the face of public pressure, the talent agency CAA ended its partnership with Kanye West while the MRC studio announced that it is shelving a full documentary about the rapper.
On Tuesday, Adidas joined a growing list of companies that have severed ties with West.
“Adidas does not tolerate antisemitism and any other sort of hate speech,” the company said in a statement.
“Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.”
Adidas said it conducted a “thorough review” and would immediately stop production of its line of Yeezy products.
It added that it would also stop payments to Ye and his companies.
The sportswear company said it was expected to take a hit of up to 250 million euros ($246 million) to its net income this year from the move.
With celebrities and social media users pressuring Adidas to act on West’s anti-semitic talks, the company had earlier said it was placing its sneaker deal with the rapper under review.
Adidas’ move comes about a week after the Balenciaga fashion house cut ties with West.
It also comes after West ended his company’s association with Gap.
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