Kanye West, a rapper and fashion designer who now goes by Ye, has sparked rumours of a possible reconciliation with Adidas after posing with the company’s CEO, Bjorn Gulden, in a photo posted on the rapper’s Instagram.
The photo, which was posted on February 12, 2024, shows Ye and Gulden smiling and sitting side by side on a couch with the caption “Make Adidas great again.”
The photo has generated a lot of speculation and curiosity among fans and industry insiders, as it comes just a few months after Adidas terminated its partnership with Ye and his Yeezy brand, following his controversial and anti-semitic remarks.
Kanye and Adidas
In the second half of 2022, Adidas announced that it would stop producing and selling Yeezy products and that it would take a €500 million ($590 million) hit to its profits as a result.
Adidas and Ye reached a new agreement to sell the remaining inventory of Yeezy sneakers, worth $500 million, without any branding or new designs. The deal was said to be a short-term solution to salvage what can be salvaged, and to avoid further losses and legal disputes. The deal was also said to be a gesture of goodwill from Adidas, as it recognises Ye’s contribution to the company’s growth and innovation.
Ye and Adidas have had a long and successful history together, starting in 2013, when they signed a deal to create Yeezy, a line of sneakers, apparel, and accessories. The Yeezy brand became one of the most popular and influential in the fashion world, generating billions of dollars in revenue and creating a cult-like following. Ye also helped Adidas gain market share and compete with its rival, Nike, in the sneaker industry.
Adidas and Ye have not officially confirmed or denied the rumours of a new deal, but the photo has certainly raised hopes and expectations among their fans and supporters. Many are wondering if this means that Ye and Adidas will resume their collaboration and if they will release new Yeezy products in the future.
Some are also curious about how this will affect Ye’s other partnerships, such as with Balenciaga and Gap, which were also severed after his scandal.
Will Ye and Adidas get back together? Will they create new Yeezy products? Will they restore their reputation and credibility? These are some of the questions that many are asking, as they await more news and updates from the two parties.
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