# Adidas puts partnership with Kanye West under review
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-10-07
Category: NEWS
Category URL: https://financedigest.com/category/news
Meta Title: Adidas reviews partnership with Kanye West amid tensions.
Meta Description: Adidas has placed its partnership with Kanye West under review after public criticisms and claims of idea copying. Stay tuned for updates.
URL: https://financedigest.com/adidas-puts-partnership-with-kanye-west-under-reviewhtml

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FRANKFURT (Reuters) – German sporting goods maker Adidas on Thursday said it has put under review its business partnership with rapper and fashion designer Kanye West.

“After repeated efforts to privately resolve the situation, we have taken the decision to place the partnership under review. We will continue to co-manage the current product during this period,” the company said.

CNBC, which first reported the news, said West had been publicly critical of Adidas and its [CEO and told the broadcaster that the German group](https://www.financedigest.com/shareholder-group-iss-backs-barclays-board-over-former-ceo-staley.html "Shareholder group ISS backs Barclays board over former CEO Staley") was copying his ideas. [Adidas has been partnering with West](https://www.financedigest.com/adidas-slashes-2022-outlook-after-kanye-west-split.html "Adidas slashes 2022 outlook after Kanye West split") since 2013, CNBC said.

Adidas has always been about creativity, [innovation and supporting](https://www.financedigest.com/finance-innovation-needs-to-be-driven-from-the-top-and-supported-from-the-bottom.html "Finance innovation needs to be driven from the top, and supported from the bottom") athletes and artists to achieve their vision. The adidas Yeezy [partnership is one of the most successful collaborations in our industry’s](https://www.financedigest.com/gumgum-announces-industry-first-contextual-partnership-with-tumblr.html "GumGum Announces Industry First Contextual Partnership with Tumblr") history,” Adidas said.

We also recognize that all successful [partnerships are rooted in mutual respect and shared values.”](https://www.financedigest.com/are-you-getting-full-value-from-your-outsourcing-partnerships.html "Are you getting full value from your outsourcing partnerships?")

News about Adidas putting the partnership under review comes less than a month after West’s lawyers sent a letter to Gap [Inc](https://www.financedigest.com/token-inc-announces-strategic-partnership-with-virtusapolaris.html "Token, Inc. Announces Strategic Partnership with VirtusaPolaris") notifying the apparel chain he was terminating his partnership with the company.

(Reporting by Christoph Steitz; Editing by Cynthia Osterman)


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