Adidas CEO defends Kanye West against anti-Semitism

The Yeezy brand, developed by Adidas and Kanye West, generated sales of about $1 billion a year. Photo: Jonathan Laibson/Getty Images North America

Adidas CEO defended Kanye West for anti-Semitic comments, saying the rapper «didn't mean what he said.»

Björn Gulden said, that West's statements changed his mind. In a conversation with Ye about the Jews, it was “very unfortunate”, but he added: “I don’t think he’s a bad person — it just seemed that way.”

West said on Twitter last October that he planned to do so. «go [sic] Death con 3 against the Jewish people» and suggested that his critics and the media are controlled by Jews.

A week later he stated on a podcast: «I can say anti-Semitic things, and Adidas can't leave me. So what now?

His comments caused widespread outrage, and business partners including Adidas, Gap and Balenciaga cut ties with him.

Adidas, which signed a long-term partnership with the rapper in 2016, called Mr West's comments «unacceptable and hateful». and dangerous» at the time.

After Adidas dropped the deal, West went on right-wing podcaster and conspiracy theorist Alex Jones' show and said: «Every person has something valuable that they brought to life». at the table, especially Hitler.”

He added: “I love Jews, but I also love Nazis.”

Speaking on the latest episode of Norwegian podcast In Good Company, Mr Goulden said: “He made some statements that weren't that good. And this forced Adi to break the contract and recall the product. It's unfortunate because I don't think he meant what he said and I don't think he's a bad person — it just seemed that way.»

Mr. Goulden named the Atlanta-born musician , “one of the most creative people in the world.”

Adidas and West collaborated to develop the popular Yeezy sneaker brand, launching it in 2015. The line has become one of Adidas's most successful shoe lines, with sales of around $1 billion (£808 million) a year.

West's split has proved costly for Adidas, with sales and profits falling and the company warning that sales will fall by 400 million euros in the first six months of the year. In May, Goulden said the breakup had «damaged» his company.

Adidas was left with €1 billion worth of unsold Yeezy sneakers and put them up for auction, claiming it was «much better than destroying and destroying» . inventory write-down.»

Last month, Adidas said it made €400m (£346m) from selling some of those trainers earlier this year. The company has pledged to donate a portion of the funds raised to anti-hate charities such as the Anti-Defamation League and the Anti-Semitism Foundation.

Despite West's comments, Yeezy sneakers remain popular on the resale market. some models are considered collector's items.

The Telegraph has approached Adidas for comment.