Rarely a day goes by when Kanye West doesn’t stir up a controversy. Whether it is less than stable family life or his business undertakings, Ye’s actions more often than not land him in hot water. The “White Lives Matter” stunt at Paris Fashion Week, while relatively old news, has prolonged itself.

From Vogue fashion editor Gabriella Karefa-Johnson to Gigi Hadid to Hailey Bieber, the event has even dragged many celebrities into it. Even the German Sports brand Adidas has put Kanye’s Yeezy deal under review. Let us find out what went down.

Adidas reevaluates its partnership with the Kanye West Yeezys

Granted, the mammoth sports firm didn’t explicitly highlight or cite Kanye’s “White Lives Matter” controversy, but Kanye’s long-term association with Adidas is no longer stable. While it could be a coincidence that Adidas announced the reconsideration just one day after the said event, it could have been a factor. According to Adidas, “successful partnerships are rooted in mutual respect and shared values.” Surprising absolutely no one, the Power singer had a less than friendly response, all locked and loaded.

Along with a crude expletive and a caption saying, “I AM ADIDAS,” Kanye West accused the sports brand of stealing his designs. Granted, the original Instagram post has since been taken down, the screenshots are all over the internet. In an official statement, Adidas even shared how there were “repeated efforts to privately resolve the situation.” Reportedly, only after their attempts didn’t bear any fruit did the company announce the review.

The announcement from the German brand even acknowledged that the “Adidas Yeezy partnership is one of the most successful collaborations” so far in their brand journey and perhaps even in the sporting world. The Yeezy sneakers are undoubtedly one of the most sought-after footwear ranges. Despite costing a few hundred dollars, the kicks sell out in the blink of an eye after their release. 

Do you think after the Gap fallout initiated by Kanye, Adidas would be next to severe ties with the rapper? Let us know in the comments. In the meantime, you can check out the Donda artist’s documentary Jeen-Yuhs: A Kanye Trilogy streaming on Netflix.