Table of Contents
Key Points
- Kanye West accused Adidas of "design theft and oppression," claiming the company manipulates Yeezy search results and employs intimidation tactics.
- The brand sold surplus inventory, earning $437 million in 2024, with proceeds supporting social causes, including the Anti-Defamation League.
- Despite legal resolutions, tensions remain as Adidas moves forward with NBA collaborations while West explores independent ventures like YEEZY SPLY.
More than two years after Adidas severed its lucrative partnership with Kanye West over his anti-Semitic remarks—a fallout that erased $1.6 billion from his net worth—the artist and business mogul has reignited tensions with the German sportswear giant.
West, also known as Ye, accused Adidas of “design theft and oppression” in a recent Instagram post, signaling a potential new chapter in their contentious relationship.
In the post, West shared a screenshot showing the Adidas website ranking higher than his own Yeezy merchandise site on Google for the search term “Yeezy.”
He blamed Adidas for allegedly manipulating the results, demanding the company “stop doing this” while accusing it of intimidation tactics.
The outburst comes months after Adidas CEO Bjørn Gulden announced an amicable resolution to their legal disputes, stating, “Whatever was is history,” and emphasizing no financial settlements were exchanged.
Yeezy split: Tensions remain unresolved
Adidas and West ended their collaboration in October 2022 following a series of anti-Semitic comments by the rapper.
The split resulted in Adidas halting the sale of Yeezy products, creating a significant inventory backlog.
However, in 2024, Adidas began selling the remaining Yeezy stock, generating $437 million from the first batch, with proceeds benefiting organizations like the Anti-Defamation League and the George Floyd Family Foundation.
Gulden’s October 2024 remarks suggested the feud had cooled: “There [aren’t] any more open issues… no one owes anything to anybody anymore.”
Despite this, West’s recent accusations highlight lingering tensions, particularly as the Yeezy brand grapples with diminished visibility.
Kanye West’s comeback moves
Since the fallout, West has pursued independent ventures with notable success.
In February 2024, he unveiled the YEEZY SPLY line, raking in $19.3 million in a single day after a daring $7 million Super Bowl ad campaign.
The minimalist ad, filmed entirely on his phone, showcased Yeezy Pod shoes and redefined high-impact, low-budget marketing.
The momentum continued in March 2024 when West partnered with Ty Dolla $ign for a five-show run of listening events for their album Vultures 1.
The performances grossed over $12 million, with standout events in Chicago, New York, Milan, Bologna, and Paris drawing sold-out crowds despite ticket prices ranging from $140 to $200.
Adidas strides forward
While West has charted his resurgence, Adidas has also moved forward. Its collaboration with NBA star Anthony Edwards has become a key revenue driver.
Edwards’ AE 1 sneakers, launched in December 2023, generated buzz for their futuristic design and quickly gained traction in the competitive sneaker market.
A low-top version of the AE 1 is set for release ahead of the NBA playoffs, solidifying Edwards as Adidas’ rising star.
Adidas is also eyeing high-profile partnerships with pop culture icons like Taylor Swift.
CEO Gulden hinted at the potential collaboration during Adidas’ 2024 results presentation, noting Swift’s growing affinity for the brand.
