Adidas probing allegations about Kanye West's behaviour
Adidas
said Thursday it was investigating claims against Kanye West after a report
detailed alleged inappropriate behaviour, just weeks after the German
sportswear giant ended its partnership with the rapper.
US
magazine Rolling Stone reported claims that the rapper played pornography to
Adidas staff in meetings, and discussed porn and showed an intimate photo of
ex-wife Kim Kardashian in job interviews.
It
said former members of the team involved in "Yeezy" -- the product
line designed with the rapper -- had released a letter alleging Adidas
executives were aware of the behaviour, which went on for years, but turned a
blind eye.
"It
is currently not clear whether the accusations made in an anonymous letter are
true," Adidas said in a statement.
"However,
we take these allegations very seriously and have taken the decision to launch
an independent investigation of the matter immediately to address the
allegations."
The
Rolling Stone report, citing unnamed former staff, alleged the rapper used
intimidation tactics with employees, which were often directed towards women.
In
the letter, the ex-Yeezy employees urged Adidas to address "the toxic and
chaotic environment that Kanye West created".
The
new revelations came after Adidas last month terminated its lucrative tie-up
with West -- known formally as Ye -- after a series of anti-Semitic outbursts
by the star.
At
the time, the company said his comments were "unacceptable, hateful and
dangerous".
The
sports outfitter took a heavy financial blow from the move, which it forecast
would cuts its 2022 net income in half.
In
its latest statement Thursday, Adidas said it has been and continues to be
"actively engaged in conversations with our employees about the events
that lead to our decision to end the partnership.
"They
have our full support and as we're working through the details of the
termination."
Adidas
began a review of its relationship with West after he appeared at a Paris
fashion show wearing a shirt emblazoned with "White Lives Matter", a
slogan created as a backlash to the Black Lives Matter movement.
Days
later he was locked out of Twitter and Instagram over anti-Semitic threats.
The
artist was associated with rival sportswear company Nike for years but broke
away in 2013, lending his name to Adidas as they launched their first Yeezy
shoe in 2015 -- a partnership that went on to make him a billionaire.
Along
with Beyonce, Stella McCartney and Pharrell Williams, West has been one of the
top names used by Adidas to boost sales, especially online.
But
rights campaigners and entertainment world figures had heaped pressure on
Adidas to stop working with the rapper.
US
clothing company Gap and Paris-based fashion house Balenciaga have also
recently ended tie-ups with West.
Earlier
this month, Adidas named a new CEO -- Bjorn Gulden, chief of rival outfitter
Puma. As well as the fallout from the West controversy, he faces the task of
improving sales that have been hit by Covid restrictions in key market China.
Want to send us a story? SMS to 25170 or WhatsApp 0743570000 or Submit on Citizen Digital or email wananchi@royalmedia.co.ke
Comments
No comments yet.
Leave a Comment