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Kanye West’s partnership with Adidas is being reviewed after the ‘White Lives Matters’ incident

After Kanye West criticized Adidas’ partnership, Adidas is reviewing the matter. Kanye wore a T-shirt titled “White Lives Matter” in public.

The apparel manufacturer released a statement saying that after repeated attempts to resolve the issue privately, they have decided to review the partnership. “We will continue co-managing the current product throughout this period.”

He has legally changed his name from West to Ye. Adidas and West have been having an increasingly heated relationship in recent weeks. In a recent interview, West expressed dissatisfaction with the way some Adidas shoes looked in his opinion. According to Billboard, West also wrote “F—- ADIDAS I AM ADIDAS” in an Instagram post about the review.

Adidas (ADDDF), has partnered with West ever since 2013 when it signed him away to rival Nike (NKE). Adidas (ADDDF), which has been a partner with West since 2013, said it was “the most significant partnership between an athlete and an athletic brand.”

West wore a T-shirt that said “White Lives Matter” earlier this week and he dressed several Black models in the same clothing at his YZY runway presentation at Paris fashion week.

The Anti-Defamation League classifies the phrase as a hate slogan used by White supremacist groups such as the Ku Klux Klan.

West said that the shirt and slogan were his and that he wore them because it was “the obvious thing”.

I thought the shirt was funny. The idea of me wearing it was hilarious. And I asked why you think it was so funny. He said, “Just a black man stating what the obvious’,” West stated, referring to his father, who he described as an “educated ex-Black Panther.”

Carlson asked West why people find that controversial statement so offensive. He

replied that he isn’t acting the way the media expects him to act. “Because the very people who have stripped us of our identity and called us a color, have told me what it means to call myself Black,” West stated.

Adidas is West’s second major partnership. He ended his partnership with Gap in September due to “substantial noncompliance”.

In a statement, West’s lawyer stated that West had no choice but to end their partnership. He claimed that the retailer violated their partnership by refusing to open branded Yeezy stores and distributing his clothing as planned.

West later spoke out on CNBC’s “Closing Bell” to express his frustrations with the retailer.

He said that it has always been a dream of his to work at Gap and provide the best products to the masses. He also stated that he imagined top-quality items selling for $20. He says he was not able to decide the price for the collection.

“Sometimes, I would talk with the men, the leaders, and it was like I was on mute or something.”

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