The Daily What Adidas Knew About Kanye
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Nov 10, 2023 
Megan Twohey, an investigative reporter for The New York Times, dives into the tumultuous partnership between Adidas and Kanye West. She reveals the complexities that underpinned their collaboration, from financial stakes to behavioral challenges. Twohey discusses Kanye's rise in the fashion world, the pivotal internal dynamics at Adidas, and the impact of his controversial behavior on both parties. The podcast sheds light on how a mix of artistry and chaos shaped a relationship that ultimately crumbled, leaving significant repercussions in its wake.
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Adidas's Struggles and Kanye's Appeal
- In 2013, Adidas lagged behind Nike, holding only 8% of the U.S. athletic shoe market compared to Nike's 50%.
- They saw Kanye West, a rising cultural icon engaged to Kim Kardashian, as a potential solution.
The Deal
- Adidas offered Kanye a generous contract, including 15% royalties and $3 million annually.
- Kanye texted an Adidas executive, "The world changes now!!!", after signing.
Early Warning Signs
- Shortly after signing, Kanye showed pornography to Adidas executives during a meeting, ostensibly to boost creativity.
- He later drew a swastika on a shoe design in Germany, shocking Adidas staff.