Diddy, Swizz Beatz back Kanye West in Adidas dispute

Diddy and Swizz Beatz support Kanye West, a hip-hop star-turned-mogul, in his public feud with Adidas, the athletic apparel brand that makes the rapper’s Yeezy shoes.

They call for a boycott of Adidas until the brand “make[s] that right” and Ye’s work will be “respected and not stolen,” they said in two Instagram posts on Tuesday.

The record artist, legally known as Ye, has been busy on social media in recent weeks after he reportedly called Adidas earlier this summer about its Adilette 22 slide sandals, which he believed were an imitation of his Yeezy Slides High Snobiety.

In his post-and-delete Instagram style, the “Heartless” and “Gold Digger” rapper also claimed the German label designed Yeezy products without his involvement, claimed Yeezy Day in August was without his approval , Adidas accused of releasing a line of sneakers it didn’t approve of and announced that the company allegedly offered it $1 billion to buy out his eponymous brand, which has reportedly made the rapper a billionaire.

The Grammy winner said he wanted out of his contract with Adidas despite his contract until 2026, claiming that Adidas breached the contract, according to Business of Fashion. (The “Facts” rapper’s creative partnership with Nike similarly blossomed into a contentious feud a decade ago, which ended when he struck a deal with Adidas in 2013.)

Ye’s relentless attack on Instagram also targeted the brand’s executives – including Adidas CEO Kasper Rørsted, senior vice president Daniel Cherry and creative director Alasdair Willis among others – fashion giant and Yeezy apparel maker Gap, executives at JP Morgan and rivals Artist Kid Cudi way.

But he also found powerful allies, including Diddy, who on Tuesday encouraged his followers to join him in a boycott of the iconic three-stripes label.

“Since the Run-DMC era, @Adidas has always used hip hop to build its brand and make billions from our culture. BUT WE ARE MORE THAN JUST CONSUMERS NOW, WE ARE THE OWNERS. @KanyeWest and YEEZY are why Adidas is relevant to culture. WE KNOW OUR VALUE!” The Bad Boy Records founder wrote on Tuesday, sharing a screenshot of an apparent text exchange with Ye.

“I’m done wearing Adidas products until they get it right!! We have to support each other!! Everyone please repost!!” he added, taking a similar position to last month when he meddled in the Triller-Verzuz dispute.

Swizz Beatz, who said he and Verzuz co-creator Timbaland are owed money from video-sharing service Triller, also supported Kanye by posting a picture of the rapper’s pair of Yeezy sneakers with a big X over them on Instagram on Tuesday .

“I usually mind my own business, but this is COMPLETELY WRONG! If we let them do this to @kanyewest, so will we!” Swizz Beatz wrote. “This man created this groundbreaking innovation and it should be considered creative!

“YE only asks that his work be respected and not stolen, that’s not crazy about me!! We don’t buy these!!!!!!!!!!!!” he continued. “@adidas you should be original, please do the right thing !!!”

Both Diddy and Swizz Beatz’s comments section was filled with verified users who supported their policy.

As of press time, a single post on Yes’s Instagram grid featured a picture of him hugging his kids with ex-wife and reality star Kim Kardashian.

“Some things are bigger than money,” he wrote. “My kids have no idea what daddy went through [sic] alone in the past few days to secure the mark that will one day be handed down to them.

“God willing, these future leaders will never back down, be stolen from them and forced to compromise who they are to the check,” he added.

https://www.latimes.com/entertainment-arts/music/story/2022-09-07/kanye-west-ye-adidas-diddy-swizz-beatz Diddy, Swizz Beatz back Kanye West in Adidas dispute

Sarah Ridley

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