Part of the profits from sneaker sales will go to the Anti-Defamation League and shoes sold directly by Adidas in North America will include blue square pins from Robert Kraft’s Foundation to Combat antisemitism
When Adidas cut ties with Ye, the rapper formerly known as Kanye West, due to his antisemitic comments, it was left with more than a billion dollars worth of high-end Yeezy sneakers. Now, Jewish Americans are evaluating the German company’s plan to give some of the proceeds from the sneakers’ sale to groups engaged in fighting antisemitism.
“We commend the decision to donate profits to the fight against antisemitism, which is certainly preferable to the shoes going to landfills,” Jacobs said. Both the ADL and Kraft’s organization have thus far declined to give details of their financial arrangements with Adidas. Rabbi Larry Sernovitz, CEO of Hillels of Georgia, said of Adidas, “When you make a mistake, you have to not only apologize and show remorse, but you also have to get to the point where you don’t repeat the same mistakes again. In this way, we look at Adidas as doing that work. The question is: Will it work? Will it change the future? That remains to be seen.”
“I was raised with the culture – respect for what happened and what she went through – and so when this came out, I had probably 40 pairs of Yeezys in our store and more in the back that were coming out for sale … and it just didn’t feel good to support the brand at that time,” Mack said.
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