The Case of ADIDAS and Kanye West (Ye)

Kanye West, addressed as Ye since 2016, is a well-known American rapper, singer, songwriter, record producer, fashion designer, and influencer. Adidas has been working with Kanye since 2013, but this partnership gained even more substance in 2016 when the Yeezy collection was brought under Adidas. The estimated revenue of Yeezy was two billion dollars per year. However, Kanye is an ‘enfant terrible’ and often stirs controversy with his provocative remarks. In 2022 Kanye sent multiple anti-Semitic texts via Twitter and Instagram.