A store selling shoes from Adidas in Chicago, Feb. 10, 2023.
Scott Olson | Getty Images
During a conversation on philanthropist Nicolai Tangen’s podcast “In Good Company,” Gulden shared his perspective on the retailer’s partnership with Kanye West and the reasons behind the termination of their Yeezy collaboration.
According to Gulden, “He made some statements that were not favorable, which led Adi to cancel the contract and withdraw the product.” However, Gulden believes that Kanye did not have any ill intentions and does not consider him a bad person, as his statements may have been misconstrued.
Last fall, Adidas announced the end of its highly successful partnership with Kanye West following a series of widely criticized antisemitic remarks made by the rapper. One of his since-deleted posts read, “I’m a bit sleepy tonight but when I wake up I’m going death con 3 On JEWISH PEOPLE.”
In response to public backlash, Adidas ended its relationship with Kanye, ceased production of Yeezy-branded products, and stopped all payments to him and his companies. Foot Locker and Gap also followed suit by removing Yeezy products from their stores.
Gulden, who became CEO of Adidas shortly after the scandal unfolded, expressed his disappointment over the separation, highlighting the significant loss of business resulting from the collaboration’s termination. He acknowledged that when working with third parties, such outcomes are anticipated and considered part of the industry.
Earlier in the podcast, Gulden praised Kanye as “one of the most creative people in the world,” emphasizing his impact on music and street culture.
Despite the CEO’s personal statements, a spokesperson from Adidas clarified that the company’s position regarding Kanye has not changed. The spokesperson affirmed that ending the partnership was the right decision.
