Adidas Places Partnership With Yeezy Under Review

 

Adidas just had the owner of Yeezy brand. Kanye West thrown into a frenzy following the announcement that the footwear giant is considering placing their partnership with his company "under review" just days after the rapper rocked a "White Lives Matter" T-Shirt at the Paris Fashion Week. 

Both brands have been working together since the inception of Yeezy in 2019, when it debut the market with 350 V2 called the Beluga. The version of footwear had been "highly successfully" with Adidas and they admitted it has. Yet, Kanye recent resentment of the company over the accusation of sampling of his designs might have wrenched the cordial relationship between the two companies. 

In the statement released by Adidas, it revealed that the company's relationship with the rapper is based on "mutual respect and shared values" and has made efforts to resolve any differences with the rapper privately. The footwear giant yet mellowed and maintained it will continue to manage Yeezy shoes and clothing while the review is ongoing.  

"After repeated efforts to privately resolve the situation, we have taken the decision to place the partnership [with Yeezy] under review," read the statement released by Adidas to Forbes.

After Kanye knew about the development, he responded in an update via his Instagram post where he wrote using expletive: "I AM ADIDAS". 

Mind you, mid-last month, Kanye is also in a face-off with GAP with which he had signed a 10-year deal with an option for extension, over the accusation that the clothing retailer is not honouring its deal terms and he has threatened to come out of that contract.