Kanye West’s recent social media comments are making Gap and Adidas hesitant to continue their partnerships. West’s ongoing relationship with Adidas for his Yeezy sneakers is known as one of the most successful celebrity collabs and his 10 year deal with Gap helped renew the brand’s affinity with young consumers. YPulse research shows Adidas ranks in Gen Z’s top 5 favorite clothing brands and “the first drop of the Yeezy x Gap line gave Gap its single best e-commerce sales day in history” in June last year. But West’s slew of Instagram criticisms of both brands are putting them in a tough spot. Despite his demands for each to open stand-alone Yeezy stores, Adidas and Gap are treading lightly, but they also realize West is one of the top celebrities young consumers think brands should collab with. (Glossy)
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