After Ye also known as Kayne West's hateful comments and speech on the social media, Adidas ended it's partnership with Ye. Adidas said that it will not accept any such comments, it is a violation of their agreement and can harm company's reputation. Alliance between the two was done in 2013 and it has been approximately a decade now.It was a long serving partnership but now Adidas halted the production of Yeezy's product as well which made a significant contribution in its profits.

Although because of the partnership, corporate profits were much higher for the two, a two minute call ended a many years partnership.