B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • News Corp
  • Married At First Sight
  • NRL
  • Cairns Hatchlings
  • Channel 10
  • Anthony Albanese
  • oOh!Media
  • WPP
  • Special
  • Thinkerbell
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: “Nothing Heroic!” Adidas Becomes Last Major Brand To Cut Ties With Kanye West
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > “Nothing Heroic!” Adidas Becomes Last Major Brand To Cut Ties With Kanye West
Media

“Nothing Heroic!” Adidas Becomes Last Major Brand To Cut Ties With Kanye West

Mary Madigan
Published on: 26th October 2022 at 10:32 AM
Mary Madigan
Share
2 Min Read
FILE - Kanye West answers questions during a service at Lakewood Church Sunday, Nov. 17, 2019, in Houston. West says he is no longer a Trump supporter. The rapper, who once praised President Donald Trump, tells Forbes in a story published Wednesday that he is “taking the red hat off” — a reference to Trump’s trademark red “Make America Great Again” cap. West also insisted that his weekend announcement that he’s running for President was not a stunt to drum up interest in an upcoming album. (AP Photo/Michael Wyke, File)
SHARE

After continuing pressure, Adidas has finally announced it is cutting ties with Kanye West over his anti-Semitic rants.

The Guardian has reported that Adida’s partnership with West brought $AU1.7 billion in revenue to the brand, and cutting ties will cost the sportswear giant at least $AU250 million.

In a statement, the sportswear giant said: “Adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous, violating the company’s values of diversity and inclusion, mutual respect and fairness.

“After a thorough review, the company has taken the decision to terminate the partnership with Ye immediately, end production of Yeezy branded products and stop all payments to Ye and his companies. Adidas will stop the Adidas Yeezy business with immediate effect.”

Adidas is the last major brand to cut ties with the famous rapper. The clothing chain Gap has previously cut relations with West.

US Vogue has also announced it is no longer working with West, and high-fashion brand Balenciaga has also axed its relationship with West.

Adidas being slow to the punch has been much talked about online. West has been making headlines for months for saying salacious and horrible things, but Adidas stood by him.

So what changed? Well, the straw that broke the camel’s back apears to be the fact that West said on the Drinks Champs podcast, “I can say antisemitic things, and Adidas can’t drop me. Now what? Now what?”

Once he said that, even actress Kat Denning and comedian Chelsea Handler took to Twitter to question why Adidas was still supporting West.

Would any executives at @adidas like to comment on this? Or is their relationship with Kanye West and money more important? Asking as a Jewish woman.

— Chelsea Handler (@chelseahandler) October 24, 2022

https://twitter.com/OfficialKat/status/1584235920588349440?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1584235920588349440%7Ctwgr%5E5d20929c61cf54572a19d714dea0f9836c7d2d3b%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.entrepreneur.com%2Fbusiness-news%2Fadidas-drops-ye-what-companies-have-cut-ties-with-kanye%2F437844

Adidas pulled the plug in less than 48 hours.

Adidas has ended the relationship, but the brand is still being called out online for taking so long.

Some people are even speculating the brand only changed its mind when stocks dropped because of its association with West.

Adidas announced they would not be cutting ties with Kanye…until their stock dropped 17%. That helped them see the light.

— Duty To Warn 🔉 (@duty2warn) October 25, 2022

Glad Adidas cut Kanye off today but if companies had started giving him the boot when he started doing all that anti-black shit, he never would have graduated to the antisemitism.

— I Smoked Steve Bannon (@BlackKnight10k) October 25, 2022

Adidas didn’t drop Kanye West to stand against anti-semitism.

They dropped him because their stock was falling hard and an analyst told them to in order to salvage their stock value they needed to drop him.

Nothing heroic about what they did.

— Tony Posnanski (@tonyposnanski) October 25, 2022

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Adidas, Kanye West
Share
By Mary Madigan
Follow:
Mary Madigan began her career working for ex-Vogue editor and chief Kirstie Clements and has since done everything from PR to tutoring at The University Of Notre Dame. Mary Madigan was a journalist at B&T until 2022.

Latest News

Emboldened, Emotional & Inspired – Cairns Crocodiles Masterclass, Presented By News Australia, Tug The Heartstrings
16/05/2025
TV Ratings (15/05/2025): Women’s State Of Origin Game 2 Pulls Nearly Twice The Viewers Of AFL Clash
16/05/2025
Nine Hails “A Great Day For Investigative Journalism” As Ben Roberts-Smith Loses Defamation Appeal
16/05/2025
Keep Left Updates Earned Media Impact Score Platform
16/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?