Popular sports brand, Adidas has ended their 10-year partnership with the Yeezy founder after facing mounting calls from fans to drop the rapper.
The brand recently had its say via a press release, and fans have been reacting.
According to Adidas, the company doesn’t tolerate anti-semitism and any other sort of hate speech, so there was no way his comments are going to be ignored.
The brand added that Ye’s recent comments and actions have been unacceptable, hateful and dangerous to society.
It read, “Adidas does not tolerate anti-Semitism and any other sort of hate speech.”
“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.”
“After a thorough review, the company has taken the decision to terminate the partnership with Ye immediately, end production of Yeezy branded products and stop all payments to Ye and his companies. Adidas will stop the Adidas Yeezy business with immediate effect.”
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