Kanye West Comes For Adidas GM | The Problem When Sports And Culture Converge Upon Creativity

Image Credit: Twitter @kanyewest

Kanye West is back at terrorizing seemingly unsuspecting celebrities and corporate executive partners for whatever trespasses he feels they have made against him. Now his attention is focused on his apparel partner Adidas and specifically their general manager Daniel Cherry III.

West unloaded his frustrations on Saturday, coming for Adidas and Cherry on his Instagram page with his notorious ferocity. The Yeezy brand works with Adidas, and Cherry is the company’s senior vice president and general manager. Kanye believes Adidas is commandeering his Yeezy brand, and he is not being silent about his opinions.

Among the allegations are that the brand has stolen his designs and are bootlegging them in China.

“VENTURE CAPITALIST WHO’S ONLY ADVENTURE IS CAPITALISM. CANT CREATE SO THEY TRY TO OUT COUNT THE CREATIVES. DIE SLOW,” West posted.

But he went further.

“F**K A VC NOW WHAT.”

West’s Yeezy brand is a lifestyle behemoth that is on par now with Jordan brand. Although West never played a sport, he represents the energy of today’s generation uniquely as a raw creative spirit who has erased the limits on artistry. However, he is often at odds with his corporate partners, the same ones that he felt were keeping him out of the mainstream fashion and apparel industries.

West famously said to radio host Sway Calloway on one of his broadcasts, “You don’t have the answers, Sway,” when discussing the hierarchies of the fashion business. However, since that 2013 interview, West has made significant moves with Yeezy and created partnerships with GAP and Adidas.

But much like his former record label head when he was signed to Roc-A-Fella, Damon “Dame” Dash, West has no filter when expressing his frustrations with the ways of corporate America. In addition, West is way more ethereal in his approach.

“I GUARANTEE YOU’LL HAVE TO RELOCATE BEFORE I’M LEGALLY FINISHED WITH YOU,” Kanye continued.

“IF A GOOD LIKE DC CAN TRY ME THEN MY REPUTATION ISNT BAD ENOUGH TELLING UZI RIGHT IN FRONT OF ME THAT BACK IN THE DAYS HE WOULD HAVE TAKEN IT TO THE HANDS THEN EMOTIONALLY BLACK MALE ME TO GET ON THE PHONE WITH HIS DAUGHTER THEN START LYING TO HIS OWN CHILD YOU AINT FINNA TAKE IT TO THE HADS I GOT MY NEW YORK TIMES COVER READY FOR WHEN YOU GET FIRED.”

Although Adidas reportedly hired Cherry to manage the Yeezy brand account, without Kanye’s knowledge, he is taking offense, believing they are making mistakes with his company. It harkens back to Dame Dash’s warning about “culture vultures” when he campaigned against the forces at Def Jam and Universal Records that ultimately placed a wedge between him and his superstar partner, Jay-Z.

Similarly, Kanye West and his former friend and fashion collaborator, the late Virgil Abloh, were estranged once they became successful and started aligning with bigger fashion houses. Just like marrying a reality star in Kim Kardashian led to the world dissecting his relationships and driving him to depression and bouts of bipolar episodes, his success in fashion merchandising has begun to take its toll on the enigmatic creative.

Ye is going to be Ye, and no one but Ye knows where this social media strategy will go next.


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Rhett Butler is a Boxing Writer Association of America Journalist, Play-By-Play Commentator, Combat Sports Insider, and Former Mixed Martial Arts and Boxing Promoter. The New York City native honed his skills at various news outlets including but not limited to: TIME Magazine, Money Magazine, CNN's Wolf Blitzer Reports, and more. Rhett hosts the PRITTY Left Hook podcast, a polarizing combat sports insider's take featuring the world's biggest names.