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Adidas has terminated its partnership with Ye, the artist and designer previously known as Kanye West, more than two weeks after placing its collaboration with the rapper’s Yeezy brand under review.
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The brand ‘has no longer any relationship nor any plans for future projects related to this artist,’ parent company Kering said.
The sportswear giant caught lightning in a bottle with its Yeezy partnership, but the artist’s accusations against the company have turned the deal sour.
It’s an abrupt end to a tie-up envisioned as a billion-dollar opportunity to revitalise the Gap brand.
Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.
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