Adidas has come under increasing pressure from social media to cut ties with Ye. The collaboration is still important for Adidas: according to analysts, the Yeezy sneakers designed by the artist represent 8 percent of the company’s turnover. The collaboration has been ongoing since 2014, before the rapper worked with Nike. “This has a short-term negative impact of up to 250 million euros in 2022,” Adidas wrote in the press release.
For Kanye West, the financial impact is greater. According to the American business magazine Forbes the partnership represented $ 1.5 billion of West’s assets. This would mean that he is no longer a billionaire.
