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Kanye and Adidas: Money, Misconduct and the Price of Appeasement
The Adidas team was huddled with Kanye West, pitching ideas for the first shoe they would create together. It was 2013, and the rapper and the sportswear brand had just agreed to become partners. The Adidas employees, thrilled to get started, had arrayed sneakers and fabric swatches on a long table near a mood board pinned with images.
But nothing they showed that day at the company’s German headquarters captured the vision Mr. West had shared. To convey how offensive he considered the designs, he grabbed a sketch of a shoe and took a marker to the toe, according to two participants. Then he drew a swastika.
It was shocking, especially to the Germans in the group. Most displays of the symbol are banned in their country. The image was acutely sensitive for a company whose founder belonged to the Nazi Party. And they were meeting just miles from Nuremberg, where leaders of the Third Reich were tried for crimes against humanity.
Inside their partnership, the artist made antisemitic and sexually offensive comments, displayed erratic behavior, and issued ever escalating demands, a New York Times examination found. Adidas’s leaders, eager for the profits, time and again abided his misconduct.
He later advised a Jewish Adidas manager to kiss a picture of Hitler every day, and he told a member of the company’s executive board that he had paid a seven-figure settlement to one of his own senior employees who accused him of repeatedly praising the architect of the Holocaust. Meeting with Adidas’s leaders in November 2019 to discuss his demands, he hurled shoes around the room. The month before, an internal text message described him becoming “fully, fully ramped up” and charging, “‘This is slavery’” — an accusation he leveled multiple times during the partnership.
Adidas had stopped funding Yeezy apparel, so the artist was bankrolling it himself. He ran a handful of small companies for his creative projects and was paying a cast of high-priced consultants.
Ms. Kardashian, by then married to Mr. West, tried to impose restraints. “The message was: You need to stop wasting money like this. Things need to get under control,” Mr. Fox recalled.
But the rapper had often proclaimed that he could never be controlled.
Mr. West continued to show pornography to Adidas employees, and chose porn actresses to appear in Yeezy promotional photos, according to several people who worked with him. They also said they had seen him drinking at work and noticed that he sometimes went days with little or no sleep.
Lil Durk war wohl auch erst auf dem Track
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