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Adidas’ head of global marketing has explained why the business took two weeks to cut ties with rapper Kanye West (now known as Ye) following a string of anti-Black and antisemitic outbursts across social media channels and other outlets.
Speaking to Adweek during Social Media Week Europe, Vicky Free admitted it had been an “interesting few months,” for the brand, which first announced it was putting its multimillion-dollar Yeezy brand partnership with Ye under review at the start of October, after the artist wore a “White Lives Matter” t-shirt at a Paris Fashion Week event.
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