In a bold move, Adidas CEO Bjorn Gulden has reaffirmed his support for Kanye West, despite the shocking antisemitic remarks that led to Adidas severing their once-lucrative Yeezy partnership with the artist formerly-known as Ye. The sportswear giant terminated their association with West in October 2022, following a tweet in which he called for “death con 3 On JEWISH PEOPLE.”

Gulden, however, has chosen to stand by West, expressing his belief that the artist did not intend to convey the offensive sentiment and asserting, “I don’t think he meant what he said and I don’t think he’s a bad person.” He acknowledged the inherent risks of collaborating with high-profile figures, characterizing it as an intrinsic aspect of the industry.

Despite the uproar that followed West’s comments, Gulden offered accolades for the artist, hailing him as “one of the most creative people in the world… both in music and what I will call street culture.” Gulden assumed the role of CEO in 2022, tasked with steering the brand through the turbulent aftermath of the West controversy and mitigating losses incurred as a result of the scandal.

In a concerted effort to address the fallout, Adidas liquidated unsold Yeezy merchandise, channeling a portion of the proceeds toward organizations dedicated to combating racism and antisemitism. These endeavors seem to be yielding positive results, as robust Yeezy sales have contributed to a notable reduction in the company’s projected full-year losses.

Adidas declined to respond to inquiries regarding the podcast interview where Gulden reiterated his support for Kanye West. Despite the high-profile split between Adidas and West in the wake of his divisive remarks, Gulden’s unwavering backing of the artist stands as a resolute testament to his faith in West’s potential for redemption, even as questions linger about the aftermath of the controversy.

Source: Reuters