Kanye West has caused quite the stir in recent days and weeks, having issued a number of controversial statements. The most eye-opening moment came earlier this week when ‘Ye suggested that slavery was a choice, while speaking with the TMZ staff at their headquarters.
While fans and contemporaries alike have been in an uproar, there has still been one burning question: what will adidas do with its star collaborator?
“We neither comment nor speculate on every single comment that our external creators are making,” adidas CEO Kasper Rorsted said when speaking with Bloomberg following the company’s Q1 report. “Kanye has been and is a very important part of our strategy and has been a fantastic creator. And that’s why I’m going to leave it, I’m not going to comment on every comment that he or someone else is making.”
“Last year, we did almost $25 billion, we’re a very large company,” Rorsted went on to add. “Kanye and the Yeezy is a very important part for our brand, from a revenue standpoint less though, but it’s a very important part of how we promote our products particularly in the U.S. and other parts of the world. At the same time, the brand Adidas grew last quarter in the U.S. 23 percent…So while Kanye is a very important part of the Adidas brand, Adidas is a large global company with a very, very strong presence around the world and will continue to perform well.”
So as it stands, adidas will not be cutting ties with Kanye following his controversial remarks, but Rorsted has insisted that there are certain comments the company does not support.
For more on the story, follow on over to Bloomberg.
In related news, the internet has a brilliant theory about West’s recent behavior.