Kanye West, now known as Ye, is once again accusing adidas of trying to stop his Yeezy brand, even though their partnership ended in 2022.
In a recent Instagram post, Ye criticised adidas for prioritising its website over his Yeezy site on Google search results and alleged past misconduct, including design theft and unfair treatment.
"When you google Yeezy.com, the adidas site comes before the Yeezy site. Members at adidas, stop doing this," Ye wrote, adding: "Stop doing your moves to hold me back. Our partnership is done."
The rapper-turned-designer claimed adidas froze his accounts and attempted to intimidate him during their collaboration, which was once hailed as groundbreaking in the sportswear industry.
"You’re a 60 billion dollar company that froze my accounts. Now I’m back on my feet (no pun intended), and I’m not going to stand for this (no pun again)," he said.
Ye's explosive Instagram post comes nearly two years after adidas cut ties with him following his anti-Semitic comments, which the company described as "unacceptable, hateful, and dangerous".
The decision brought an abrupt halt to the production of the Yeezy line, which had contributed roughly 7% of adidas's annual revenue, or an estimated €1.5 billion.
Ye further alleged that adidas's actions extended beyond their partnership, accusing the company of stealing his designs and exploiting him.
"Everyone remembers I had major issues with adidas because of design theft and oppression before 'the tweet'," he stated, referencing the controversial comments that led to the partnership's collapse.
In his post, Ye also criticised Jerry Lorenzo, founder of "Fear of God", for collaborating with adidas after the fallout.
"Y’all know Jerry was corny and disloyal for doing work with Adidas after the way they handled things," Ye wrote, adding that he attended Lorenzo's show despite feeling it copied his Hollywood Bowl event.
adidas raised about €750 million (R15 billion) in 2023 by selling off unsold Yeezy stock, donating the proceeds to charity.
CEO Bjørn Gulden called the fallout “turbulent” but said, "we have no plans to try to replace Yeezy with one thing because I don't think that's possible".
Ye’s grievances extended beyond adidas' business practices.
He criticised individuals he worked with, alleging they used his platform for personal gain.
"Everyone that ever took a picture next to me that had their own clothing lines and agendas everyone knows they was acting like they were my friends to promote they weak ass fake Yeezy lines," he stated.
"They never wanted to truly work for the king. They wanted to use the king. Get paid more than they would get paid anywhere."
Despite the fallout, Ye remains resolute in his vision for Yeezy.
He revealed that Yeezy.com generated $100 million in six months last year (2024) and plans to relaunch new products soon.
“The Yeezy $20 price is burning the game to the ground, leaving only Yeezy left,” he declared. “Yeezy over everything.”
The legal battle between adidas and Ye was resolved in 2024, with both parties withdrawing claims without payments exchanged.
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