Adidas Puts Partnership With Kanye West Under Review

Popular German sportswear giant Adidas have put its partnership with Kanye West under review on Friday after the US rap star triggered a furore by wearing a “White Lives Matter” T-shirt at Paris Fashion Week.

“We have taken the decision to place the partnership under review,” the company said in a statement issued.

The artist, also known as Ye had been widely criticised over the T-shirt, which he wore and was also shown as part of his collection in Paris earlier this week.

When asked why he wore it, he said: “I do certain things from a feeling, I like, just channel the energy, it just feels right.”

West had also criticised Adidas in recent weeks after becoming disgruntled with the company’s approach to his products.

In an Instagram message, West accused Adidas of fixing marketing events and bringing back older styles without his approval.

The rapper was associated with Nike for years but broke away in 2013, lending his name to Adidas as they launched their first Yeezy shoe together in 2015 — a partnership that went on to make him a billionaire.

The company did not mention the T-shirt controversy in its statement, but said its partnership with the rapper had been “one of the most successful collaborations in our industry’s history”.