Adidas CEO Says Kanye West 'Didn't Mean' Anti-Semitic Remarks

Adidas CEO Bjorn Gulden has seemingly defended Kanye West’s anti-Semitic tirade that famously lead to the end of his Yeezy partnership with the sportswear giant.

Speaking on the Norwegian podcast In Good Company, Gulden spoke of Ye’s famous online outburst, after which the rapper lost his Adidas after 10 years with the brand after making a series of shocking, antisemitic comments on social media last October, which resulted in a projected Q4 loss of $US 246 million.

“I think Kanye West is one of the most creative people in the world,” Gulden said (via The Guardian).

“Both in music and what I call street culture. So, he’s extremely creative and has, together with Adi, created a Yeezy line that was very successful. And then, as creative people do, he did some statements, which wasn’t that good. And that caused Adi to break the contract and withdraw the product.”

Gulden added that West “didn’t mean” what he said and that it was “sad” they lost business.

“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 and that meant we lost that business, one of the most successful collaborations in history. Very sad. But when you work with third parties it can happen, and it’s part of the game.”

Yikes.

Adidas CEO Bjørn Gulden defends Kanye West after Yeezy antisemitism fallout

“Kanye West is one of the most creative people in the world…I don’t think he meant what he said and I don’t think he’s a bad person, just came across that way.”

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— No Jumper (@nojumper) September 20, 2023

Earlier this year, it was reported that Adidas’ unsold Yeezy stock would cost the footwear giant a brutal ten figures in lost profit. They severed ties with West last October following the rapper’s infamous string of racist and antisemitic comments.

In a public statement made in May, just following the news, Adidas confirmed it would start selling the last remaining Yeezys in its inventory, with a “significant amount” of profits to“be donated to selected organizations working to combat discrimination and hate, including racism and antisemitism”. 

Two charities were listed by name: the Anti-Defamation League (ADL) and the Philonise & Keeta Floyd Institute For Social Change. The latter charity was founded by the brother of George Floyd – a Black man murdered in an act of police brutality in 2020, who West made inflammatory comments about last year. Floyd’s family are currently suing West for $250 million over the incident.

“After careful consideration, we have decided to begin releasing some of the remaining Adidas Yeezy products,” Gulden said in a statement at the time.

“Selling and donating was the preferred option among all organisations and stakeholders we spoke to.”

We believe this is the best solution as it respects the created designs and produced shoes, it works for our people, resolves an inventory problem, and will have a positive impact in our communities. There is no place in sport or society for hate of any kind and we remain committed to fighting against it.”

In a statement of his own, Jonathan A. Greenblatt (CEO of the ADL) said his organisation welcomed Adidas’ move.

“At a time when antisemitism has reached historic levels in the U.S. and is rising globally, we appreciate how Adidas turned a negative situation into a very positive outcome,” he said at the time.

“They have shown real thoughtfulness in engaging with community organizations working to combat this pernicious and stubborn hatred. 

“Their leadership, in not only condemning anti-Jewish hate but lending their support for education and other initiatives, is exemplary and a model for other public companies to emulate. We thank them for their ongoing dialogue around their remaining inventory and their vested interest in tackling issues of prejudice and hate.”