Kanye West. Ye. Adidas. How About You?

Ye's sneaker and clothing company, Yeezy, generated an estimated $2 billion a year for Adidas. It is estimated that Adidas will lose about $250 million this year alone by severing its relationship with Yeezy and its founder Ye, formerly known as Kayne West. Although we can't put a price on racism and hatred, it must've been a very difficult decision for Adidas.

Adidas was already facing challenges with weak demand before Ye's "White Lives Matter" tee and antisemitic rants. The partnership with Ye generated 10% of the company's revenue for Adidas. Even if Adidas avoids workforce reduction during the anticipated decline in revenue, I speculate that some of its 114 manufacturing partners may be facing layoffs. This decision by Adidas, although it is the right thing to do, will not only cost the company but also some of its manufacturing partners. 

Photo by Hrt+Soul Design on Unsplash

It was the right thing to do for Adidas by joining GAP, Balenciaga, Vogue, JPMorgan Chase, talent agency CAA and MRC Entertainment in severing ties with Yeezy, Ye and Kayne West. There should be no room for racism and hatred in our world, and Ye needs to be canceled. 

We need to acknowledge that this wasn't an easy decision because these difficult decisions shouldn't be only on the shoulders of CEOs, but also on our shoulders. Are you willing to sever a tie with a family member or a friend because of their racist remarks? If you've ever excused your grandparent, parent, sibling or friend for their racist remarks, then aren't you the Adidas that we've been criticizing for remaining silent, not taking action and continuing the relationship?

If it wasn't okay for Adidas to continue its relationship with Yeezy to possibly secure the livelihoods of its employees and manufacturing partners, then why is it okay for you to have a relationship with someone who makes racist comments in private and public? Why is it okay for your family and friends to be racists, but not Ye? What does it say about you when you keep company with racists? 

Just because they are your family or a friend, their racist comments aren't racism? If Adidas can't excuse Ye's racist and ignorant rants as one man's struggle with bipolar disorder, then what excuse is there for you and your racist circle? We can't demand a zero-tolerance policy on racism from corporations, but allow it in our own space.

I'm not willing to give Ye a pass on his racist rants and ignorant comments even if I suspect that these outbursts may be manic episodes of bipolar disorder. Who in your space wears Yeezy or any label affiliated with Yeezy? Will you sever ties with them if they are caught wearing them? 

It has to be more than Kanye West, Ye and Adidas who are held to a zero-tolerance policy on racism. That standard can't be just for celebrities and businesses, it has to be held by individuals like you and I. Don't tell me you are not a racist when you allow racist perspectives, comments and rants from those near and dear to your heart. 


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