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As the fallout continues from Kanye West’s antisemitic outbursts and embrace of white supremacist slogans, brand experts tell Bevan Hurley the rapper fears becoming culturally irrelevant more than losing his $2bn fortune

Will they split? Won’t they? On Tuesday, we finally got an answer to whether Kanye West and Adidas AG would go their separate ways. The sportswear giant said it was ending its almost decade-long collaboration with the musician, now officially known as Ye, after putting it under review earlier this…

Kanye West has recently found himself in hot water once again, with many major brands severing ties with the star following his bouts of offensive behaviour and anti-Semitic comments

Sports brand Foot Locker has announced it will no longer be working with Kanye West after Adidas and Balenciaga dropped the rapper after he made a series of anti-semitic remarks

Adidas is among the global companies that have cut ties with the American rapper

Kanye West has been widely condemned for his vile racist tweets and has lost partnerships with the likes of Adidas and Gap, dropping off Forbes billionaires' list as a result

Adidas and Balenciaga have also cut ties with the rapper

Adidas said it does not tolerate antisemitism and any other sort of hate speech

The contract with the German sportswear company accounted for around 1.5 billion dollars (£1.3 billion), according to the US business magazine.

Adidas ended a partnership that helped make the artist formerly known as Kanye West a billionaire and lent the German sportswear an edgy appeal, but ultimately couldn't survive a mounting outcry over the rapper's offensive and antisemitic remarks.

The brothers who founded Adidas’ precursor were members of the Nazi party