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Fortune
Fortune
Christiaan Hetzner

Adidas CEO suffers humiliating walk-back after fumbling Kanye West Yeezy controversy

Adidas CEO Bjørn Gulden (Credit: Krisztian Bosi—Bloomberg/Getty Images)

When it comes to the subject of Kanye West’s anti-Semitic remarks, Bjørn Gulden had just one job as CEO of Adidas—create as much distance between the German sportswear company and the disgraced artist as possible.

The Norwegian, who had nothing to do with last year's slow and clumsy response since he started this January, effectively had an open goal when asked during a recent podcast about the scandal that led to Adidas shutting the door on their lucrative Yeezy line of footwear.

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