Adidas x Kanye West: Between controversy and craze

Adidas x Kanye West: Between controversy and craze

Dive into the fusion world of fashion and streetwear with the iconic collaboration between Adidas and Kanye West. Explore with us the fascinating story of this alliance between two creative giants, where Kanye West's visionary talent meets Adidas' innovative expertise to shape the modern, coveted aesthetic of today's most sought-after sneakers.

Who is Kanye West ?

Kanye West, a multi-disciplinary artist, has always been passionate about the world of fashion and art. Building on his success as a rapper and producer, he quickly invested his energy in creating fashion products under his own label. His career in the fashion industry has been marked by remarkable collaborations, notably with brands such as Bape, Louis Vuitton and Nike.



However, despite the success of his previous collaborations, Kanye West felt limitations in his creative freedom during his last collaboration with Nike on Air Yeezy shoes. So in 2013, he founded his own footwear brand, Yeezy, and seized an exceptional opportunity when Adidas offered him the chance to create his own sneaker line, free from any Adidas branding. This collaboration marked a major turning point in Kanye West's career, symbolizing the renewal of his artistic expression and giving birth to one of the most emblematic collaborations of the past decade.

The collaboration between Adidas and Kanye West began in 2013, when Kanye West signed a partnership with Adidas after leaving Nike. The first sneaker to come out of this collaboration was the hugely popular Adidas Yeezy Boost 750, which launched in February 2015.



This sneaker, strongly reminiscent of the iconic Air Yeezy model previously created in collaboration with Nike, is considered the pinnacle of the designer's creativity.



Since then, the Yeezy shoe line, designed by Kanye West in collaboration with Adidas, has become extremely popular and sought-after in the world of fashion and streetwear.

The Kanye West scandal

The scandal surrounding Kanye West shook the fashion and entertainment industry after a decade of successful collaboration with Adidas. Anti-Semitic remarks made during a speech triggered a series of controversies, aggravated by the release of T-shirts bearing the inscription "White Lives Matter". Kanye justified this initiative as an ironic response to the expression "Black Lives Matter", but his statements were interpreted as having racist connotations and associated with far-right movements.

The controversy escalated when Kanye declared himself openly anti-abortion, sparking outrage from many supporters. Further slips, including remarks on slavery and attacks on the Jewish community in speeches and tweets, led to mass rejection from many brands and celebrities, including Balenciaga.


The end of a collaboration?

The break-up between Adidas and Kanye West has become inevitable, despite the considerable financial stakes associated with the Yeezy brand. Adidas officially announced the end of their partnership in a press release, renouncing the sale of any products bearing the Yeezy logo. This decision has had a significant economic impact, resulting in an estimated loss of 250 million euros by 2022.

Adidas backs out ?

However, faced with the consequences of this rupture and the huge stock of Yeezy products now unsaleable, Adidas is reportedly considering a possible return of Kanye West to their collaboration in December 2023. But the question remains: is Kanye ready to accept after this rejection, and what will be the financial conditions for such a return?

Discover our Yeezy collection.
Read other articles on the Adidas brand: here

Back to blog