Lately, it seems like all the very richest, most successful people (men, mostly) are batshit crazy. Here’s a primary example:
The Adidas team was huddled with Kanye West, pitching ideas for the first shoe they would create together. It was 2013, and the rapper and the sportswear brand had just agreed to become partners. The Adidas employees, thrilled to get started, had arrayed sneakers and fabric swatches on a long table near a mood board pinned with images.
But nothing they showed that day at the company’s German headquarters captured the vision Mr. West had shared. To convey how offensive he considered the designs, he grabbed a sketch of a shoe and took a marker to the toe, according to two participants. Then he drew a swastika.
It was shocking, especially to the Germans in the group. Most displays of the symbol are banned in their country. The image was acutely sensitive for a company whose founder belonged to the Nazi Party. And they were meeting just miles from Nuremberg, where leaders of the Third Reich were tried for crimes against humanity.
That encounter was a sign of what was to come during a collaboration that would break the boundaries of celebrity endorsement deals. Sales of the shoes, Yeezys, would surpass $1 billion a year, lifting Adidas’s bottom line and recapturing its cool. Mr. West, who now goes by Ye, would become a billionaire.
When the company ended the relationship last October, it appeared to be the culmination of weeks of Mr. West’s inflammatory public remarks — targeting Jews and disparaging Black Lives Matter — and outside pressure on the brand to cut ties. But it was also the culmination of a decade of Adidas’s tolerance behind the scenes.
Inside their partnership, the artist made antisemitic and sexually offensive comments, displayed erratic behavior, and issued ever escalating demands, a New York Times examination found. Adidas’s leaders, eager for the profits, time and again abided his misconduct.
When he exploded in bitter outbursts at Adidas managers, the company typically sought not to rein him in but to appease him. In negotiations over the years, Adidas kept sweetening the deal, doubling down on its investment and tethering its fortunes more closely to him.
Even as Mr. West voiced increasingly toxic beliefs, privately and publicly, Adidas stepped up production and released Yeezys more frequently. And executives disregarded employee concerns that his troubling conduct risked tainting the brand’s reputation.
As companies increasingly turn to deals with celebrities, the Yeezy collaboration shows the precarious balance of risk and reward. Adidas entered the partnership in hopes of catching up to Nike, which had long dominated the hypercompetitive global sneaker market. But working with Mr. West, one of the most influential artists in the world — a “master of spectacle,” as one former executive put it — meant being tied to a provocative, polarizing and sometimes unstable personality.
While some other brands have been quick to end deals over offensive or embarrassing behavior, Adidas held on for years.
This article is the fullest accounting yet of their relationship. While some details have been reported earlier, The Times interviewed current and former employees of Adidas and of Mr. West, and obtained hundreds of previously undisclosed internal records — contracts, text messages, memos and financial documents — that reveal episodes throughout a partnership that was fraught from the start.
Just weeks before the 2013 swastika incident, The Times found, Mr. West made Adidas executives watch pornography during a meeting at his Manhattan apartment, ostensibly to spark creativity. In February 2015, preparing to show the first Yeezy collection at New York Fashion Week, staff members complained that he had upset them with angry, sexually crude comments.
He later advised a Jewish Adidas manager to kiss a picture of Hitler every day, and he told a member of the company’s executive board that he had paid a seven-figure settlement to one of his own senior employees who accused him of repeatedly praising the architect of the Holocaust.
Again and again, Mr. West contended that Adidas was exploiting him. “I feel super disrespected in this ‘partnership,’” he said in one text message. “I’ve never felt understood,” he wrote in another. He routinely sought more money and power, even suggesting that he should become Adidas’s chief executive.
His complaints were often delivered amid mood swings, creating whiplash for the Adidas team working with him. Diagnosed with bipolar disorder, he at times rejected the assessment and resisted treatment. Tears were common; so was fury.
Meeting with Adidas’s leaders in November 2019 to discuss his demands, he hurled shoes around the room. The month before, an internal text message described him becoming “fully, fully ramped up” and charging, “‘This is slavery’” — an accusation he leveled multiple times during the partnership.
As Adidas grew more reliant on Yeezy sales, so did Mr. West. In addition to royalties and upfront cash, the company eventually agreed to another enticement: $100 million annually, officially for Yeezy marketing but, in practice, a fund that he could spend with little oversight.
At the same time, he scaled his goals, opening an unaccredited Christian school, taking on a disastrous 2020 presidential campaign that reflected his rightward political drift, and promising to create flying cars, build futuristic communities and otherwise solve the world’s problems.
In a statement to The Times, Adidas said it “has no tolerance for hate speech and offensive behavior, which is why the company terminated the Adidas Yeezy partnership.” The brand turned down interview requests and, citing confidentiality rules, declined to comment on financial aspects of the collaboration and Adidas’s relationship with Mr. West.
Mr. West declined interview requests and did not respond to written questions or provide comments.
After the relationship ruptured and Yeezy sales came to a halt, both Adidas and the musician were hit hard. The company projected its first annual loss in decades. Mr. West’s net worth plummeted.
But they had at least one more chance to keep making money together.
The company announced in May that it would begin releasing the remaining $1.3 billion worth of Yeezys from warehouses around the world. As the shoes have reappeared, so has Mr. West. He performed onstage for the first time in over a year. Music from what is rumored to be his comeback album has leaked online.
And he trademarked a new Yeezy creation, a sock shoe, suggesting he intends to keep making footwear — with or without Adidas.
There’s a lot more at the link. The man is very seriously mentally ill with an extremely ugly character — and Adidas didn’t care at all. I guess there have always been grotesquely immoral wealthy entrepreneurs but it sure seems like we’ve had an unusual spate of them lately.