Bjørn Gulden, chief executive of Adidas, has given his first in-depth public comment on the fallout of his company’s relationship with Kanye West following the rapper-designer’s repeated antisemitic outbursts last year. “I think Kanye West is one of the most creative people in the world.
Both in music and what I call street culture,” Gulden said after being questioned about West on the Norwegian podcast In Good Company. “He’s extremely creative and has together with Adi, created a Yeezy line that was very successful.
And then, as a creative person, he made some statements which wasn’t that good. And that caused Adi to break the contract and withdraw the product.
Very unfortunate because I don’t think he meant what he said, and I don’t think he’s a bad person – it just came across that way.” Gulden continued to say that Adidas lost “one of the most successful collabs in history,” which he described as “very sad.” “When you work with third parties, that could happen.
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