good life during their partnership with Kanye West. The nearly 10-year partnership between the 46-year-old rapper and the shoe brand seemingly ended in October 2022 in the wake of the musician’s offensive, racist and anti-Semitic remarks, but according to a new report from the New York Times, the billion-dollar deal was doomed from the start.In a 2013 meeting at the company’s German headquarters, staffers were “thrilled” to get started and prepared swatches, mood boards and an array of sneakers to present to the hip-hop artist and entrepreneur who now goes by the name Ye.But according to the Times report, Ye was not impressed.“To convey how offensive he considered the designs, he grabbed a sketch of a shoe and took a marker to the toe, according to two participants,” explained reporter Megan Twohey. “Then he drew a swastika.”West apparently had a troubling fixation on Hitler and Jews.
He allegedly later “told a Jewish Adidas manager to kiss a portrait of Hitler every day,” according to the Times. “And West told Adidas colleagues that he admired Hitler’s command of propaganda.”Additionally, West also reportedly told a member of the company’s executive board that he had paid a “seven-figure” settlement to one of his own senior employees who accused him of repeatedly praising the architect of the Holocaust.”And this was only the beginning. “Tears were common,” the report alleges. “So was fury.”After interviews with former and current employees of Adidas and West, “along with hundreds of previously undisclosed internal records, including contracts, text messages and financial documents,” the dramatic downfall of the “Can’t Tell Me Nothing” singer was years in the making.
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