German sporting goods maker Adidas has terminated its partnership with Kanye West, saying that it ‘does not tolerate’ anti-semitism.
The decision was made following a rash of offensive behaviour from the American rapper and designer, Adidas put the partnership under review earlier in October after repeated efforts to privately resolve the situation.
Ye has courted controversy in recent months by publicly ending major corporate tie-ups and for outbursts on social media against other celebrities. His Twitter and Instagram accounts were restricted, with the social media platforms saying they removed his posts that online users condemned as anti-Semitic.
In now-deleted Instagram posts from earlier this year, the multiple Grammy award-winning artist accused Adidas and U.S. apparel retailer Gap Inc (GPS.N) of failing to build contractually promised permanent stores for products from his Yeezy fashion line.
He also accused Adidas of stealing his designs for its own products. Gap and Ye ended their partnership in September. European fashion house Balenciaga has also cut ties with Ye, according to media reports.
Read more: Anti-semitic posts: Kanye West feels happy to have crossed the line
Adidas poached Ye from rival Nike Inc (NKE.N) in 2013 and agreed to a new long-term partnership in 2016 in what the company then called “the most significant partnership created between a non-athlete and a sports brand.”
The tie-up has produced several hot-selling “Yeezy” branded Adidas sneakers that could cost anywhere between $200 and $700. The partnership also helped the German brand close the gap with Nike in the U.S. market.
