Just when we thought the never-ending affair between adidas and Yeezy was over, now the CEO of the German sports equipment manufacturer adds another layer.
Adidas CEO Bjørn Gulden: “I don’t think so [Kanye West] he meant what he said”
Guest of the “In Good Company” podcast, published on September 13, 2023, adidas CEO Bjørn Gulden declared regarding the termination of the lucrative contract that unites him with Ye (ex Kanye West):
“It’s a real shame because I don’t think he meant what he said or that he’s a bad person. That’s just the impression she gave. »
Bjørn Gulden goes on to describe Ye as one of the most creative people in the world and considers the Yeezy line for adidas one of the best collaborations in the industry. It should be noted that Björn Gulden was CEO of Puma when the scandal broke (throughout autumn 2022, Ye made a series of anti-Semitic demonstrations) and that he became head of adidas in January 2023. It is under his presidency that adidas began selling of his unsold Yeezy shares for the benefit of associations, in particular those fighting anti-Semitism.
Bjørn Gulden apologizes for relativizing Kanye West’s anti-Semitism
Bjørn Gulden’s comments were immediately picked up online, so much so that he ended up apologizing. This is what Jonathan Greenblatt, head of the Anti-Defamation League (a major association fighting anti-Semitism), reported on Twitter on September 21, 2023:
“It’s great to talk to adidas CEO Bjørn Gulden this morning. Bjørn apologized for his inaccurate statement and reiterated that adidas is committed to the fight against anti-Semitism and completely opposes the vile hatred expressed by Kanye West. [Je suis] We are pleased that adidas, the Anti-Defamation League and the Foundation to Combat Anti-Semitism have joined together to fight hate once and for all. »
An adidas spokesperson confirmed its apology to AFP on September 22, as reported Fashion network :
“Our decision to end our partnership with Ye due to his unacceptable comments and behavior was absolutely the right one. Our position has not changed: hatred, whatever it is, has no place in sport or in society, and we remain determined to fight it. »
Source: Madmoizelle
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
