Bjørn Gulden said West, who praised Adolf Hitler and the Nazis, wasn’t ‘a bad person – it just came across that way’
Bjørn Gulden, chief executive of Adidas, has lamented the end of the company’s lucrative partnership with, saying, “I don’t think he meant what he said,” regarding the rapper’s antisemitic comments in October 2022.
Now, speaking on the Norwegian podcast In Good Company, Gulden elaborated on the rapper’s departure, prior to Gulden’s tenure which began in January after he left Puma. With its futurist silhouettes and pop-cultural heft, Yeezy became a successful brand for Adidas, generating £1.3bn in 2021, 7% of Adidas’s overall annual revenue. It was a major source of income for Ye, who took a reported 11% royalty cut.
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