Adidas says their relationship with Kanye West is under review

Kanye West at an Adidas partnership event on June 28, 2016 in Hollywood, California.

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Sneaker and apparel maker Adidas said on Thursday it is revisiting its relationship with the outspoken Kanye West.

“After repeated efforts to resolve the situation privately, we have taken the decision to reconsider the partnership. We will continue to co-manage the current product during this period,” the company said in a statement.

Adidas announced a partnership with West in 2013. rapper strengthened its relationship with the German brand in 2016 to produce and distribute items from their Yeezy clothing line.

He recently publicly criticized the company and its CEO, blaming the sportswear brand for not giving him enough control over the line, and told CNBC that “they were copying my ideas.”

In the past few months, West has launched a social media tirade against the company, calling out CEO Casper Rorsted and posting photos of board members. In early September, Kanye posted a fake New York Times front page image falsely claiming that Rorsted had died.

West responded Thursday to a CNBC story about Adidas’ latest statement in explicit post on instagramsaying, “F——– ADIDAS I AM ADIDAS.”

The company said the partnership with Yeezy is one of the most successful in the history of the industry.

“He’s had a huge impact on us all over the world,” Rorsted told CNBC in August. “Kanye is our most important partner in the world. We have a very, very good relationship with him. We communicate with him constantly. And we are very proud of this relationship.”

Last month, West’s Yeezy ended its partnership with retailer Gap. Through this partnership, Yeezy clothing was sold in Gap stores and online. But West also claimed he wasn’t given enough control over the merchandise, including color choice and price.

“Yeezy notified Gap of its concerns in August and gave the company a contractual 30 days to correct the violations,” West lawyer Nicholas Gravante told CNBC at the time. Gravante said Gap took no action on the concerns, so Yeezy ended the relationship.

On Thursday, Gravante did not immediately respond to a request for comment on the Adidas update or West’s response.

West’s sneaker and apparel business with Adidas AG and Gap was recently valued by UBS Group AG at between $3.2 billion and $4.7 billion, according to a private document reviewed by Bloomberg.

Kanye pulls out of Gap deal due to default

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