From Yeezy to 'Yikes': Inside Kanye West's Adidas Fiasco and Partnership Termination

Kanye West (right) with Adidas CMO Eric Liedtke

Kanye West's tumultuous partnership with Adidas, which ended in October 2022, was marked by a series of shocking revelations and controversial behavior, according to an extensive investigation by The New York Times. The artist, who now goes by Ye, left a trail of problematic conduct, but Adidas continued to support him due to the immense profits his Yeezy shoe designs generated.

The Times investigation revealed startling incidents that shed light on West's behavior. During an early meeting with Adidas designers in 2013, he shocked the room by rejecting design ideas and drawing a swastika on a shoe, a move that appalled the Germans present. Adding to the disquiet, the meeting took place near Nuremberg, known for Nazi war crime trials.

West's obsession with the Nazi era extended further when he advised a Jewish manager at Adidas to kiss a portrait of Adolf Hitler daily. He even praised Hitler's use of propaganda. The artist's erratic behavior included bringing pornography to meetings and making inappropriate sexual remarks. In one instance, he compelled Adidas executives to watch porn during a meeting in his Manhattan apartment.

The investigation also revealed West's frequent emotional outbursts, crying, and anger during meetings, often creating a tense atmosphere. In 2019, he moved his shoe design operations to Cody, Wyoming, and insisted that the Adidas team relocate. During a meeting with executives, he threw shoes around the room in frustration.

Adidas was willing to tolerate West's behavior, given the success of the Yeezy brand, which was integral to the company's competition with Nike. Yeezy sales exceeded $1 billion annually, capturing the attention of young American consumers.

Adidas managers established a "Yzy hotline" text group to discuss West's conduct and rotated managers to manage him more effectively. Over time, Adidas improved the terms of West's contract, offering him more favorable royalty percentages, upfront payments, and funds for marketing. But as public awareness of his problematic remarks and actions grew, Adidas decided to terminate the partnership.

This decision led to the company's first annual loss in decades, while West's net worth plummeted. Adidas was left with the challenge of handling the remaining $1.3 billion in Yeezy products. It eventually decided to sell the products in batches, directing some proceeds to charity and retaining most profits.

Adidas stated it "has no tolerance for hate speech and offensive behavior," justifying its termination of the Adidas Yeezy partnership, while West declined interview requests and did not provide a comment.

The Times investigation drew from access to previously undisclosed internal records, offering a comprehensive view of the troubled partnership.

B-Rock and The Bizz Rapper Paul Costict Passes Away at 57

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Paul Costict, a hip-hop pioneer and member of the '90s rap collective B-Rock and The Bizz, has passed away suddenly at the age of 57, leaving the music community in mourning.

The news of Costict's unexpected demise was confirmed by an unidentified family member who spoke to TMZ. According to reports, he died at his residence in Norfolk, Virginia, on Saturday. As of now, the exact cause of his death remains undisclosed.

Costict rose to prominence as a member of B-Rock and The Bizz, a group known for their 1997 hit single "My Baby Daddy." The song achieved remarkable success, securing a place in the top ten on the Billboard charts and earning gold certification. While the group is often labeled as a one-hit wonder, their musical legacy endures in the hip-hop community.

In 2022, their influence reached a new generation when global superstar Rihanna was seen wearing a t-shirt with the phrase "dat's just my baby daddy" during her pregnancy, paying tribute to B-Rock and The Bizz.

Thaddeus T-Bird Maye, a former bandmate of Costict, paid an emotional tribute to the late musician. "This one really hit home. I got tears in my eyes as I post this. PAUL COSTICT was a very funny and Kool brother. We go way back to Blount High School," said Maye. "He was so funny. Love you, brother. Rest in peace. Please keep me and his family in your PRAYERS."

B-Rock and The Bizz, consisting of Costict, Baron "B-Rock" Agee, Leevirt Agee, and Maye, emerged from Mobile, Alabama, in 1986, making history as the first rap group from the city. Their signature hit, "My Baby Daddy," propelled them into the national spotlight, earning gold certification and securing a place in the top ten of the Billboard Hot 100.

'Shaft' Icon Richard Roundtree, Who Showcased Musical Talents, Passes at 81 After Cancer Battle

Richard Roundtree, the legendary actor celebrated for his groundbreaking portrayal of private detective John Shaft in the iconic 1971 film "Shaft," passed away Tuesday at the age of 81 following a brief battle with pancreatic cancer.

The confirmation of Roundtree's passing was provided by his manager, Patrick McMinn, who had been managing his career since 1987. McMinn, in a statement, reflected on Roundtree's profound impact on the film industry. He stated, "Richard's work and career served as a turning point for African American leading men in film. The impact he had on the industry cannot be overstated."

Roundtree's remarkable journey began with a modeling career, but at the age of 28, he secured the role of John Shaft in the iconic "Shaft" film. The action-packed movie, released by Metro-Goldwyn-Mayer, achieved tremendous success, grossing $12 million against a meager budget of $500,000 and helping rescue the studio from financial woes. It set the stage for an era of prolific Blaxploitation filmmaking and underlined the historical oversight of Black talent by Hollywood.

Working with Richard Roundtree was a dream. Getting to hang with him & our Being Mary Jane family was always a good ass time with the best stories & laughs. He was ALWAYS the coolest man in the room with the BEST vibes & ppl would literally run over to come see him. He was simply… pic.twitter.com/1N8fHVDsA6

— Gabrielle Union (@itsgabrielleu) October 25, 2023

However, Roundtree's influence extended far beyond the silver screen. In 1972, he ventured into the world of music with the release of his debut album, "The Man from Shaft." This musical project marked a distinct departure from his tough-guy image as a private investigator and showcased his versatility as an artist.

"The Man from Shaft" was a unique creation, with Roundtree's singing debut produced by the accomplished musician Gene McDaniels. McDaniels, known as a singer, songwriter, and producer, played a pivotal role in shaping the album's sound. Roundtree's vocals were complemented by a talented ensemble of musicians, including jazz luminaries such as Hubert Laws, Pepper Adams, Jerry Dodgion, Sonny Fortune and Billy Harper. This collaboration resulted in a musical fusion that combined elements of jazz and funk, creating a distinctive and memorable sound.

Rest in Peace Richard Roundtree. The one and only Shaft.

pic.twitter.com/kSOPhzjs0a

— Keith Boykin (@keithboykin) October 25, 2023

The lead track of the album, "Gets Hard Sometimes," exemplified the fusion of genres, incorporating a funky groove that bore the hallmark of McDaniels's musical style. While "The Man from Shaft" did not achieve widespread commercial success, it represented a significant and memorable project in Roundtree's artistic journey, highlighting his willingness to explore different creative avenues beyond acting.

Roundtree's groundbreaking role in "Shaft" led to two rapid sequels, "Shaft's Big Score" and "Shaft in Africa," as well as a short-lived 1973 "Shaft" television series on CBS, which he viewed as a less favorable chapter in his illustrious career.

As the years went by, Roundtree's career continued to flourish, extending beyond his initial stardom. He featured in films such as "Earthquake," "Man Friday" alongside Peter O'Toole and Larry Cohen's monster comedy "Q — The Winged Serpent." In addition to his film work, he made notable guest appearances on television, including roles in "Roots," "Magnum P.I." and "The Love Boat."

When I was a teenager I use to dream about growing up to meet Richard Roundtree. I did and what a wonderful human being. pic.twitter.com/1ZiIdj4d0o

— sheryl lee ralph (@thesherylralph) October 25, 2023

In 2000, Roundtree revisited the world of "Shaft" in John Singleton's revival of the franchise, co-starring with Samuel L. Jackson, who played a character related to Roundtree's original private eye. This collaboration continued in 2019 with Tim Story's comedic take on the series.

Born on July 9, 1942, in Rochester, New York, Roundtree briefly attended Southern Illinois University before embarking on his modeling career. In the late '60s, he joined the Negro Ensemble Company, which initiated his involvement in New York stage productions.

Roundtree's remarkable career spanned over five decades, and his portrayal of Shaft, his contributions to genre filmmaking, and his captivating screen presence added vibrancy to films like "Se7en," "Brick" and "Speed Racer." His recent work included a role in "Moving On," a comedy featuring Lily Tomlin and Jane Fonda, which premiered at the Toronto Film Festival and was later released in theaters.

He was married twice, first to Mary Jane Grant from 1963 to 1973, and later to Karen M. Cierna from 1980 to 1998. He is survived by his four daughters, Nicole, Tayler, Morgan and Kelli Roundtree, as well as his son, James.