Kanye West once said, “I could say anti-Semitic things and Adidas can’t drop me” and pretty soon faced the repercussions of his wild challenge. It did not take long for the sportswear giant to terminate its partnership with Ye with immediate effect. The German manufacturer publicly noted that it would not be tolerating any such crude remarks as triggered by Ye. The public split quite obliterated the ‘Donda’ rapper’s net worth, reducing him to a millionaire from the billionaire’s club. However, it seems like the decision proved to be a double-edged sword for the company. Because for real, though, “Now What?” The tables have seemed to turn pretty quickly.

The sportswear giant was already feeling the burden while it was left with a stockpile of Yeezy shoes. However, despite the dip, it managed to reach a point where the loss of the partnership did not affect sales anymore. Nonetheless, that has all come crashing down. The German giant gave the public its honest opinions with the termination of the partnership with Ye. As reported by BBC, the chief executive of Adidas, Bjorn Gulden stated that the loss of Yeezy is “of course hurting” them. 

This came after Adidas sales in North America were degraded by 20%. The publication stated that the region is one of the many parts worldwide that is severely affected by Ye’s cut-off from the business. The termination of the Yeezy deal with Adidas was the beginning of a new end.

Soon after the discontinuation came into effect, the business cut sales by €400 in the first quarter of the fiscal year. The leftover unsold items also proved to be highly detrimental to the company. Nonetheless, even after the drastic changes, the total revenue just fell by 1%. 

Kanye West pulls off the perfect revenge with Adidas

This came in light hours after Ye opened up a Yeezy location next door to Adidas. Melrose Avenue in Los Angeles now hosts the two fallen-out sportswear giants, seemingly at loggerheads with one another. As reported by the Donda Times official account on Twitter, Ye boasts his new retail space just a couple of stores down from the German giant.

With the shift in dynamics, Ye seems to be swiftly moving on with his new business enterprises. Whereas his ‘hurting‘ ex-partner is evidently battling the lawsuits filed by the agitated investors. Adidas has its business partner, claiming that the company was pretty aware of Ye’s anti-Semitic tendencies. However, they remained tight-lipped about it.

What is your take on the matter? Share with us in the comments below.