Kanye West is no stranger to controversy, with yesterday’s meeting with President Donald Trump at the White House and the rapper’s continued support for Trump a bone of contention among many commentators and fans. But adidas CEO Kasper Rorsted believes that is part of the package when working with creative figures such as West.
West’s YEEZY brand is one of adidas’ biggest and most important collaborators, but Rorsted appeared sanguine about West’s behavior in comments given to Business Insider this week. “When you have a business model like ours, of course there is liabilities, but also opportunities that go hand in hand,” Rorsted told the publication, although he did admit that misbehavior by any “big asset” attached to adidas, such as West, can eventually “have a negative impact on the perception of the brand.”
Rorsted believes opinions about the actions and comments of creative figures and companies are subjective. “When you engage with people of very high creativity, they are different in the way they act. How they behave. That’s part of the equation,” he said, adding, “If you want the ultimate creativity, then you get that, and you have to live with the fact that sometimes some person will say something that maybe you don’t subscribe to, but there might be others that do subscribe to it.
“We operate in 75 countries. If you start putting the glasses of appropriateness on, is it your appropriateness? Is it mine? Is it the one in China? Who is actually measuring the level of appropriateness that the company is being judged upon?”
What are your thoughts on Rorsted’s stance? Let us know in the comments.
In other Kanye news, T.I. has blasted the rapper for meeting with Donald Trump. Find out what Tip said here.