Ntukza Explains Why Adidas’s Split with Kanye West Is a Slap in The Face to Hip Hop. Adidas terminated its partnership with rapper Ye, also known as Kanye West stating that it does not condone antisemitism and any other type of hate speech.
Adidas’ Yeezy brand cooperation with Mr West has been called into question when he demonstrated a “White Lives Matter” T-shirt design during Paris Fashion Week. Social media has been awash with different remarks from businesses and celebrities following Kanye’s stance.
Taking to Twitter, SA veteran rapper Ntukza said that Adidas’s split with Ye is bad for business and is an insult to the hip-hop culture. “For them to want a hip hop artist/icon sacked, adidas made a wrong business move,” he tweeted.
The Mhlobo Wami hitmaker made it clear that he does not condone what Kanye West said, but for Adidas to strip him of his billionaire status was a slap in the face to hip-hop since the culture has played a big role in promoting the fashion giant.
The sportswear firm has previously stated that the Yeezy brand’s partnership with Ye was one of its most successful ventures. Adidas estimates that by ending the contract, it will suffer a net loss of £217 million in 2022.
In a statement on Tuesday, Adidas wrote: “Adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.”
