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Finally. After a mudslinging with mutual accusations and increasingly coarse provocations, Adidas decided to end its collaboration with US rapper Kanye West. The decision is of course correct. But she's way too late.
The sneaker manufacturer from Herzogenaurach had watched for days and weeks as West turned freely under the eyes of the world public, disavowed business partners, tangled with the right-wing conspiracy scene and finally resorted to openly anti-Semitic slogans. Whatever got into him, "Ye" has obviously become unwearable.
Everyone recognized that. Fashion partner Gap, West's artist agency and even his lawyer all quickly distanced themselves from the star. Only Adidas remained silent - apparently concerned about the financial consequences of an uncontrolled exit from this partnership that had become toxic.
It took a public statement from the President of the Central Council of Jews, including a reminder of Adidas' involvement in the Nazi dictatorship, to persuade the Franks to finally dump West. "After a thorough examination" the decision was made to end the partnership, Adidas said on Tuesday. And a sentence later he was worried about money: the step could mean 250 million euros less net profit for the company.
The loss of the long and extremely successful cooperation is bitter for Adidas, but it was inevitable. What could burden the company and its shareholders even more, however, is the weakness in leadership, which once again speaks from the Kanye case. With a more consistent attitude, the outgoing boss Kasper Rorsted could at least contain the loss of reputation for his company.
This doesn't just apply to the case of Kanye West. In a few weeks, the controversial FIFA World Cup will begin in Qatar. Adidas boss Rorsted was also critical of the awarding of the tournament in public. Nevertheless, his company is now appearing as the main sponsor of the desert world championships, thereby undermining its own sustainability strategy. Or as Adidas customer Sepp Herberger would have said: After the PR disaster is before the PR disaster.
