Kanye West is making a comeback on all fronts. From releasing his album after three years to making the world groove to his epic listening parties, Ye has fully returned to the music scene. However, he is also reviving his entrepreneurial pursuits, which took a major hit. The rapper’s brainchild, Yeezy, and his partnership with Adidas were at the center of all the controversies that emerged in 2022. However, following his comeback, West seems to be mending the fences between him and the German corporation.

Kanye West recently posed in all smiles with the CEO of Adidas, despite the feud. He also gave an exciting update about the sales of Yeezy in the coming future.

Kanye West is partnering with Adidas again?

In 2022, following Kanye West’s antisemitic rants. Adidas decided to cut ties with the ‘Donda’ rapper. But the 46-year-old was just not ready to give up on his creation, Yeezy. He introduced a clothing line recently and made them available at $20 dollars. This gave the brand a huge boost in sales, along with the recent surge in the shoe business. Kanye West mentioned in the caption how he offered to give 20% of the “shoe sales” to Adidas for distribution, hinting at the potential revival of the partnership between the two entities. He shared a post on his Instagram to share this news.

In the picture, Kanye West and Bjørn Gulden were in all smiles, posing in front of the camera. While the rapper announced his plans with Adidas in his caption at first, he later edited the latter part of the caption and removed it. Now the caption remains, “I just bumped into the CEO of adidas”. Bjørn Gulden has always been a supporter of West despite the feud between the rapper and the footwear corporation. He even follows Ye’s fan pages on social media.  

This backing became all the more evident when he publicly came forward in support of West amidst the antisemitic scandal. 

Bjorn Gulden’s admiration for Ye

While the whole world unitedly protested against Kanye West’s offensive remarks, some of his staunch supporters, including Bjørn Gulden, defended the rapper. In a podcast interview with Nicholai Tangen for In Good Company, Gulden tried to justify the intention behind West’s comments, saying “I don’t think he meant what he said”. Gulden also stated that West is not necessarily a bad human being, as the world is making him out to be. 

The CEO then praised the Grammy-winner’s genius calling him “one of the most creative people in the world”. As per Gulden, the termination of the partnership with Adidas was a huge loss for the business as it was “one of the most successful collabs”. From what it seems, Gulden’s appreciation for the rapper may have gotten through to West, causing him to rethink and reestablish their partnership.

What do you think about the revival of the partnership between Kanye West and Adidas? Let us know your thoughts in the comment below!