In a way, Bjorn Gulden thinks Kanye West is one of a kind. The US rapper is “perhaps the most creative person” who has ever worked in the sporting goods industry, said the Adidas boss recently at the group’s annual general meeting. The company has worked closely with West, now called Ye, since 2016. He designed sneakers for the three-stripe brand, which were so popular that a pair could be sold for 300, 400 or 500 euros. The company and designer made billions from it – until the relationship became increasingly toxic. West showed employees porn, taunted Jews, and declared not only Donald Trump great, but Adolf Hitler as well. In October 2022, Adidas pulled the emergency brake and terminated Kanye West’s friendship and business relationship.
Adidas plans to resell Kanye West’s ‘Yeezy’ shoes
