Speaking about Kanye West, adidas CEO Kasper Rorsted has noted that West’s views and tweets are “not something I worry about when I wake up in the morning.”
Rorsted had mostly good things to say about West, apparently. “You need to look upon what you’re signing up and I know Kanye quite well, he’s a fantastic creative force,” Rorsted revealed to CNBC’s “Squawk Box Europe” on Friday.
West was the target of a significant amount of backlash after meeting with President Donald Trump at Trump Tower in New York City, then in the White House. Negative attention following these meetings between West and Trump was compounded by West wearing a hat with Trump’s signature “Make America Great Again” slogan, and West firing off tweets like “One of my favorite of many things about what the Trump hat represents to me is that people can’t tell me what to do because I’m black.”
“He has his own opinions, we don’t always stand with those opinions,” Rorsted added on. “But there’s no doubt that for both sides it has been a great relationship and overall on the bigger picture we’ve been super happy with that relationship.”
Rorsted nicely summarizes the state of the sportswear industry as well, describing signings like West and Beyoncé as equally important to adidas’ sponsorship of teams like Real Madrid and Manchester United, saying “It’s getting the combination right, making certain that we remain a sports brand, but of course we get the athleisure side right.”
Rorsted then goes on to describe West and the recently signed Beyoncé as a “dream team” for adidas.