The business relationship between the sporting goods manufacturer Adidas and the controversial US rapper Kanye West has long since ended, but both sides cannot get away from each other. This is particularly damaging to one side.
What was initially hailed as a brilliant strategic move and quickly developed into a global billion-dollar business has now become a nightmare for Adidas. The sporting goods manufacturer can no longer get rid of the evil spirits that it caught in 2013 when it hired US rapper Kanye West as a shoe designer and advertising figure. Although the company terminated its cooperation with him a year ago, at the cost of well over a billion euros in less sales and a drop in profits of several hundred million – per year. Adidas was tired of West’s racist, anti-Semitic and sexist attacks and took consistent action. On the one hand.