There could be too much at stake to drop the partnership with Kanye West. And the rapper knows it, and brags

It has been more than two weeks since Adidas announced that they “have taken the decision to place the partnership under review”. But nothing seems to have come out of that. Not the decisiveness that Adidas fans were expecting, definitely not the resolve of Balenciaga—last week, the Kering-owned brand released a statement to the media, saying that “Balenciaga has no longer any relationship nor any plans for future projects related to this artist”. There is nothing ambiguous about that statement. And they did not have to explain why. By now, it is very clear why it’s to any brand’s interest to distance themselves from collaborators who make controversial statements, especially anti-Semitic ones, and simultaneously insisting that they are right.

In new video clips from the pulled-out Drinks Champs podcast now shared on social media, Kanye West said—with startling confidence: “The thing about me and Adidas is like, I could literally say anti-Semitic shit, and they can’t drop me.” And he repeated himself with glee, “I can say anti-Semitic things and Adidas can’t drop me. Now what?” Yes, now what, Adidas? Or is Mr West implying that he can’t be cancelled by the brand that has made his Yeezy sneakers one of the best-selling in the world? The Washington Post reported that “Yeezy generates an estimated US$2 billion a year, close to 10 percent of the company’s annual revenue”. Adidas themselves declared that “the Adidas Yeezy partnership is one of the most successful collaborations in our industry’s history.” Is Yeezy too hot to touch?

“The thing about me and Adidas is like, I could literally say anti-Semitic shit, and they can’t drop me.”

Kanye West

It is likely that despite the objectionable words that repeatedly and stridently come out of Mr West’s mouth across all media, he is too important a name to pull away from for some consumer brands that need his fame to reach out to his ever-willing-to-spend fans. While JP Morgan and the booking agency Creative Arts Agency have also announced the disassociation with Mr West, Adidas, has made a meek comment about merely “reviewing” their professional arrangement with him, even when he had derided the company’s CEO. Mr West appears impervious to cancel culture, and Adidas’s slow reaction to his anti-Semitic arrogance corroborates with the increasing belief that we tolerate bad behaviour by popular public figures, and their outbursts, no matter how extreme, will quickly not be. For every person who disapproves the hurtful words of Mr West, there are just as many who support him.

Just look at the latest video shared on YouTube by The Hollywood Fix. When asked what he thought of Balenciaga dropping him, Mr West said, “I ain’t lose no money. They never paid me nothing… The day when I was taken off the Balenciaga site, that was one of the most freeing days.” And then he was asked if he thinks Adidas is next. ”We’re going through legal right now, so anything can happen,” he replied. But it was not what he said that is disturbing. It’s the reaction of the crowd surrounding him. Many were supportive. You can hear them saying “we are behind you”, “they can’t cancel you”, “god is on your side, man”, “he is the master controller”, “you are going to be the catalyst that brings us forward”, “can we get some Yeezys?”, “Kanye, will you sign my shirt for me here?”, “have a good one, Kanye”.

On Twitter, someone reacting to the welcomed news that Mr West was ”DROPPED by his longtime talent agency”, wrote, ”I don’t understand the obsession with getting someone cancelled. Some of you treat it like it’s a job.” Not everyone is ready for a punitive response, however vile Mr West’s utterances are. Or, willing to see a brand for the company it keeps. Adidas could be watching and convincing themselves to ”let’s wait and see”.

Update (25 October 2022, 17:00): According to a Bloomberg report, Adidas “plans to end its partnership with Kanye West following a rash of offensive behavior from the rapper and designer that turned a once-thriving shoe brand into a lightning rod for criticism”. The Adidas announcement will be made soon. Stay tuned.

Illustration: Just So