Adidas CEO defends Kanye West’s remarks as not antisemitic.

Adidas CEO defends Kanye West's remarks as not antisemitic.

BERLIN, Sept 20 (ANBLE) – Adidas CEO, Bjorn Gulden, found himself in the center of a storm when the sportswear giant ended its collaboration with rapper Kanye West, now known as Ye, in October 2022. West’s erratic behavior on social media, along with anti-Semitic remarks, sparked controversy and led Adidas to cut ties with the musician. However, Gulden has come forward to defend West, suggesting that he didn’t believe the celebrity meant his offensive comments.

In a recent episode of the In Good Company podcast, Gulden addressed the scandal that cost Adidas millions in lost sales. He acknowledged that West had made statements that “weren’t that good,” but he firmly believed that the rapper didn’t mean what he said and was not a bad person. Gulden’s remarks showcased his willingness to see past the controversy and focus on West’s creative contributions.

Gulden went on to praise West as “one of the most creative people in the world, both in music and what I will call street culture.” This acknowledgment highlights Adidas’ recognition of West’s impact and influence, despite the controversy surrounding him.

It is important to note that Adidas has made it clear that their partnership with West remains severed, and there are no plans to revive it. An Adidas spokesperson firmly stated, “Ending the partnership was appropriate.” The decision reflects the company’s commitment to its values and maintaining a responsible and ethical image.

Bjorn Gulden’s appointment as CEO of Adidas in 2022 was aimed at rebuilding the brand’s reputation after the controversy surrounding Kanye West. Having previously worked as CEO of rival company Puma, Gulden brought valuable experience to the table. His role involved navigating through the aftermath of the scandal and reclaiming Adidas’ position in the market.

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In May, Gulden addressed the issue of unsold Yeezy stock and announced that Adidas would sell some of the merchandise, with a portion of the proceeds being donated to organizations combating racism and anti-Semitism. This decision not only helped clear surplus inventory but also aligned Adidas with the fight against these issues.

Despite the partnership termination, Yeezy stocks have remained strong and have contributed to narrowing Adidas’ projected full-year loss. This reinforces the enduring popularity of Kanye West’s footwear line and its significance within the fashion industry.

During the podcast, Gulden also spoke about the risks associated with collaborating with celebrities. He acknowledged that when working with third parties, situations like West’s controversy can arise, and it’s all part of the game. This perspective demonstrates Adidas’ pragmatic approach to partnering with high-profile individuals and the inherent risks involved in such collaborations.

In conclusion, Adidas CEO Bjorn Gulden’s defense of Kanye West amid the controversy surrounding the artist’s anti-Semitic remarks showcases his belief that West did not intend to offend. Gulden recognizes West’s immense creative talent and contributions to music and street culture. While the partnership between Adidas and Kanye West remains severed, the sportswear company has taken steps to address the fallout, including donating proceeds from unsold merchandise to anti-racism and anti-Semitism organizations. The enduring success of Yeezy stocks reflects the lasting appeal of West’s brand. Gulden’s discussion on the risks of celebrity collaborations emphasizes Adidas’ pragmatic approach to partnerships, acknowledging potential challenges while moving forward with the brand’s rebuilding efforts.

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