Just a month after Kanye West went on a social media rant Adidas' Senior Vice President and General Manager, Daniel Cherry with a bunch of posts on his Instagram account the company has now cut ties with him.
It seems the company has finally succumbed to worldwide pressure to ditch the father of 4 following his recent controversies.
The hashtag #boycottadidas had been trending on Twitter over the weekend, as the company announced the sale of new Yeezy shoes.
While other companies, like Balenciaga and Vogue, had already cut off Kanye, Adidas had remained silent except to say the partnership was "under review."
Now the review seems to have concluded and Adidas has revealed it is officially cutting off all business with the rapper due to his recent anti-Semitic and bigoted actions after 9 years of working together.
The German shoe company in a statement said, "Adidas doesn't tolerate antisemitism and any other sort of hate speech. Ye's recent comments and actions have been unacceptable, hateful, and dangerous, and they violate the company's values of diversity and inclusion, mutual respect and fairness."
As result, Adidas says it is moving forward to, "terminate the partnership with Ye, end production of Yeezy branded products and stop all payments to Ye and his companies with immediate effect."
Kanye of late has been losing brand deals left and right, including Johnny Depp's attorney, Camille Vasquez, who was brought on board last week to handle his business matters.
After he doubled and tripled down on his bigotry, she told her firm she'd no longer work with the rapper.
A month ago, Kanye had taken to his Instagram page to drag Daniel through the mud over what he termed as the brand (Adidas) trying to hijack his Yeezy brand.
In one of his newest messages where he references "VCs" or venture capitalists, Kanye writes, "venture capitalists whose only adventure is capitalism cannot create so they try to outcount the creatives."
Many speculated the text was directed at Daniel following the fact that a few days ago Ye had 'killed him in a faux gazette release.
The father of four then went on to add, "die slow."
I get he was furious but yikes that was a little too much in my opinion.