Bjørn Gulden, chief executive of Adidas, has given his first in-depth public comment on the fallout of his company’s relationship with Kanye West following the rapper-designer’s repeated antisemiti…
Gulden continued to say that Adidas lost “one of the most successful collabs in history,” which he described as “very sad.”
“When you work with third parties, that could happen. It’s part of the game. That can happen with an athlete — it can happen with an entertainer. It’s part of the business,” he added. Adidas faced calls from all quarters of the entertainment industry and politics to drop West from its list of partners. At the time, the company issued a statement which read, in part, that the company will “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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