Renowned rapper, Kanye West, also known as Ye, has recently reignited his dispute with Adidas, accusing the sportswear giant of undermining his Yeezy brand by manipulating Google search results.
In an Instagram post dated January 8, 2025, Ye alleged that when searching for “Yeezy.com,” Adidas’s website appears before his Yeezy site, which he interprets as a deliberate attempt to suppress his brand’s visibility.
Ye’s grievances with Adidas are not new. Their partnership, which began in 2013 and was once celebrated for its innovation in the sportswear industry, ended abruptly in October 2022 after Ye made antisemitic comments. Adidas condemned these remarks as “unacceptable, hateful, and dangerous,” leading to the termination of their collaboration.
Despite the dissolution of their partnership, tensions have persisted. Ye has accused Adidas of freezing his accounts and attempting to intimidate him during their collaboration. He also alleges that the company engaged in design theft and oppression before his controversial comments. In his recent post, Ye stated, “You’re a 60 billion dollar company that froze my accounts. Now I’m back on my feet… and I’m not going to stand for this.”
In 2024, Adidas and Ye reached an out-of-court settlement, with both parties withdrawing their legal claims without any financial exchange. Adidas had faced challenges with unsold Yeezy inventory, initially worth approximately €1.2 billion. The company managed to sell off this stock, with proceeds partly donated to organizations affected by Ye’s previous remarks.
Ye remains resolute in advancing his Yeezy brand independently. He revealed that Yeezy.com generated $100 million in six months in 2024 and announced plans to relaunch new products soon. Emphasizing his commitment, Ye declared, “The Yeezy $20 price is burning the game to the ground, leaving only Yeezy left. Yeezy over everything.”
This ongoing conflict highlights the complexities and challenges that can arise in high-profile business partnerships, especially when personal controversies intersect with corporate interests. As Ye continues to assert his independence in the fashion industry, the dynamics between him and former collaborators like Adidas remain a focal point of public and media attention.
