Adidas CEO Bjørn Gulden defends Kanye West: In a surprising twist, Gulden claims West did not mean his controversial antisemitic remarks that led to the termination of their collaboration.
- Costly fallout for Adidas: The decision to end the Yeezy collaboration has reportedly resulted in tens of millions of dollars in lost sales for the sportswear giant.
- Gulden’s perspective: Gulden expresses his belief that West is not a bad person and that his statements were misinterpreted, stating that they “just came across that way.”
- Ye’s creativity acknowledged: Despite the controversy, Gulden praises West as one of the most creative individuals in the world, both in music and street culture.
- No reconciliation in sight: Although Gulden defends West, he clarifies that the partnership with the artist remains severed, and there are no plans to reinstate it.
- Adidas’ response: An Adidas spokesperson reiterates the company’s stance, stating that they consider the termination of the partnership to have been the appropriate course of action.
- Impact on brand recovery: Gulden, who took over as CEO in 2022 to rebuild the brand’s reputation, acknowledges the risks of working with celebrity collaborators and the potential fallout that can occur.
This unexpected revelation by the Adidas CEO has generated significant buzz and speculation, raising questions about the future of Kanye West’s career and the consequences for Adidas in the highly competitive retail and consumer market.