Adidas and Ye are officially reviewing their multibillion-dollar partnership. In a statement, the company said:
In the past, ‘three stripes’ has always been about creativity, innovation, and supporting athletes and artists to achieve their dreams. We have never seen collaboration as successful as the Adidas-Yeezy partnership. With the iconic products that emerged from our collaboration with Ye, we are proud of our team. All successful partnerships are based on mutual respect and shared values. The partnership has been placed under review following repeated attempts to resolve the issue privately. During this time, we will continue to co-manage the current product.
Ye’s sneaker brief history
In 2006, Kanye West designed a shoe for Adidas, but it was never released. Bape was the first brand to collaborate with Kanye West. The “College Dropout” shoes released by West and Bape are now quite rare and fetch high resell prices.
Louis Vuitton, Giuseppe Zanotti, and Nike are also among his clients. Over the course of his five-year collaboration with Nike, he released three sneaker styles (two silhouettes, Air Yeezy 1 and Air Yeezy 2).
Kanye West officially left Nike after the release of the “Red October” Air Yeezy 2. Despite West’s description of the break as heartbreaking, he claimed Nike offered to donate some proceeds from his shoe designs to a charity of his choice instead of paying him royalties. As a result, West reached out to Adidas for a partnership
Ye’s Collaborations and grievances
Limited edition colorways and general releases of the Yeezy Boost sneakers lineup have made this collaboration stand out but with the reviewing going on the partnership might come to a standstill.
Additionally, the collaboration has produced shirts, jackets, track pants, socks, slides, women’s shoes, lingerie, and slippers. In February 2015, the first shoe model (“Boost 750”) was released.
Yeezys are still sold the same way. The two were still selling Yeezy sneakers through email marketing. Yeezy’s relationship with the shoe company was not clarified.
As a result of Ye’s social media campaign calling out partners. Adidas’ announcement comes after a particularly controversial month for Ye. After Ye’s lawyers accused the company of breaching his contract, Therefore, they announced they would “wind down” the collaboration.
He began airing his grievances in June when he called the Three Stripes out for selling fake Yeezys. It was in one of his June posts that he called out soon-to-be-deposed CEO Kasper Rørsted as well as senior vice president and general manager Daniel Cherry III, saying that he wanted to speak directly with Rørsted.
Ye accused Cherry of making Yeezy brand decisions without his approval in his September posts. He also repeatedly called out members of the ‘three stipes’ supervisory board, claiming that Instagram removed their posts because they were aggressive.
As part of his YZY SZN 9 show at Paris Fashion Week, Ye wore a “White Lives Matter” t-shirt. In response to Gabriella Karefa-Johnson’s criticism of the t-shirts, Ye doubled down on the decision to feature the message and attacked Karefa-Johnson on social media.