Bjørn Gulden, chief executive of Adidas, has lamented the end of the company’s lucrative partnership with Kanye West, saying, “I don’t think he meant what he said,” regarding the rapper’s antisemitic comments in October 2022.
West, who has changed his name to Ye, wrote on X (formerly Twitter) that he was “going death con 3 On JEWISH PEOPLE … You guys have toyed with me and tried to black ball anyone whoever opposes your agenda”. On Instagram, he posted a screenshot of a conversation with Diddy, where he wrote: “Ima use you as an example to show the Jewish people that told you to call me that no one can threaten or influence me.” Ye had caused further anger earlier that month by including T-shirts with the slogan White Lives Matter in a Yeezy fashion show in Paris.
Later in October, Adidas ended a creative partnership with Ye that had begun in 2015, saying his comments were “unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness”.
In December, Ye caused further outrage after posting an image of a swastika blended with the Star of David to X and praising Adolf Hitler and Nazis in an interview with Infowars host Alex Jones. “I see good things about Hitler,” said Ye. “Every human being has something of value that they brought to the table, especially Hitler … [Nazis] did good things too.” He added: “There’s a lot of things that I love about Hitler.”
West, who has changed his name to Ye, wrote on X (formerly Twitter)
The planet is burning but this is the news.
I hate everything about that sentence, the words, how they’re placed, all of it.
This is a story about how corporations don’t actually mind outright Nazism, but they’ll bemoan the necessity to disavow Nazis, if it hurts their profits not to
Translation: Bjørn Gulden is putting out feelers to see if Kanye is still universally hated for his antisemitic comments so he can decide whether it would be a good business decision to reinstate the Yeezy line.
Well that’s an interesting stance for a company founded by a literal Nazi to take.
