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Adidas reviewing Partnership with Kanye West After ‘White Lives Matter’ T-Shirt Uproar

 

 

Leading German sportswear manufacturer, Adidas says it is reviewing its partnership with American billionaire rapper, Kanye West.

The decision to review the deal comes after Kanye West generated a heated debate recently by wearing a “White Lives Matter” T-shirt at Paris Fashion Week.

A statement issued by Adidas on Friday, October 7, 2022 read: “We have taken the decision to place the partnership under review.”

Adidas did not mention the ‘White Lives Matter’ t-shirt debate in its statement.

But it says its partnership with Kanye West who is also known as Ye had been “one of the most successful collaborations in our industry’s history”.

Kanye had a long working relationship with Nike which spanned several years.

But in 2013, he drew curtains on his association with Nike, moving on to form a partnership with Adidas.

In 2015, Adidas and Kanye West unveiled their their first Yeezy shoe, with the partnership moving on to make him a billionaire.

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