After more than two weeks of reviewing, Adidas has finally decided to drop its partnership with Yeezy, joining The Gap and Balenciaga to turn their backs on one rapping almighty

Yeah! Or is that immoderate a reaction? Adidas has finally decided to follow the footsteps of The Gap and Balenciaga (even Vogue, if that is considered a fashion name) and disassociate themselves with Kanye West. The German brand has just announced that they would drop their Yeezy partnership with “immediate effect”. This is what so many people have been waiting for, as calls grew exponentially this month to “boycott Adidas”. The brand with trefoil had remained largely silent throughout the many times Mr West upchucked his anti-Semitic views online and to whoever was willing to hear, or cheer.

In a statement released to the media moments ago, the producer of Yeezy 350 (considered the collaboration’s best-selling shoe) said that “after a thorough review, the company has taken the decision to the partnership with Ye immediately, end production of Yeezy branded products and stop payment to Ye and his companies. Adidas will stop the Adidas Yeezy business with immediate effect.” As we post this, Kanye West has not responded to Adidas’s action although he did say, prior to Adidas’s announcement, “the thing about me and Adidas is like (notice how he placed himself first?), I could literally say anti-Semitic shit, and they can’t drop me.”

Well, obviously Adidas can. In the opening paragraph of the announcement, the Three Stripes said, “Adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.” Which does beg one question: Did Adidas not share with Mr West their “company’s values” prior to working with the guy in 2013? Or is Mr West’s controversial rhetorics and conspiracy theories part of his appeal and a major pull for everything Yeezy? Adidas may be the last fashion brand to say no to the rapper, but it did also make clear that they are the “sole owner of all design rights to existing products as well as previous and new colorways under the partnership”. Does that mean Yeezy 350 and its siblings will make a comeback in the future, even without the name associated with one anti-Semite?

Illustration: Just So