A jaw-dropping investigation from the New York Times<\/a><\/em> reveals new details of the partnership between Ye (Kanye West<\/a><\/strong>) and Adidas.<\/p>\n The lucrative partnership \u2013 more than $1 billion worth of the rapper\u2019s shoes were sold in a year \u2013 ended last year after Ye made antisemitic and other offensive, erratic comments.<\/p>\n But this story shows how early in their relationship Adidas knew of his propensity for these inexcusable remarks \u2013 and how those warnings of the reputational risks were ignored.<\/p>\n The list of offenses is far too long to recount here, but here is a smattering of lowlights from the Times investigation:<\/p>\n Through it all, the Times reporting found that Adidas ignored warnings that Ye posed a reputational risk to the organization. Even when other companies cut ties with the artist over his public remarks and outrageous behavior, Adidas held on far longer.<\/p>\n Brad Jakeman, a former PepsiCo executive, told the Times<\/em> that companies must serve the bottom line, of course. Still, they also must protect the organization\u2019s reputation, especially in cases where a spokesperson\u2019s flaws were readily apparent.<\/p>\n\n
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