In a striking move, Kanye West has taken to Instagram once more to voice his grievances against his former business partner, Adidas, accusing the brand of utilizing dubious search engine tactics that undermine his Yeezy brand. This latest outburst comes amidst a backdrop of tension following the controversial end of their partnership, ignited by Kanye’s vocal opposition to anti-Semitism, which sent shockwaves through the sneaker industry.

The fallout from their October 2022 split was significant, raising questions about the future of Kanye’s brand. While Adidas made headlines by discontinuing its partnership with West, it became clear that the relationship had been strained for some time, with Kanye hinting at underlying issues long before their official separation. This turbulent history has set the stage for a renewed conflict between the two parties.

Even though Adidas continued to restock Yeezy products, seemingly capitalizing on the brand’s popularity, Kanye remained silent, allowing the brand to make questionable moves without his input. However, his silence was shattered with a passionate Instagram post that drew attention to the dubious nature of search results, where the Adidas website ranks above Yeezy’s official site when searched on Google. This revelation highlights Kanye’s frustrations over the perceived manipulation of his brand’s visibility online.

In his post, Kanye emphasized, “When you google Yeezy.com the Adidas site comes before the Yeezy site. Members at Adidas, stop doing this. Stop doing your moves to hold me back. Our partnership is done.” He further criticized Adidas for freezing his accounts, stating, “You’re a 60 billion dollar company that froze my accounts. Now I’m back on my feet (no pun intended) and I’m not going to stand for this.” This declaration underlines his determination to reclaim his narrative following what he describes as a history of design theft and oppression.

Kanye also directed scathing remarks towards Jerry Lorenzo, the creator of Fear of God, for his collaboration with Adidas. He expressed his disappointment, stating, “side note y’all know Jerry was corny and disloyal for doing work with Adidas after the way they handled things.” Kanye’s sense of betrayal extends to those who he feels have exploited their friendship for personal gain, a sentiment he made clear in his post, where he reflected on the inauthenticity of those who aligned with him for the sake of advancing their own agendas.

In this candid outburst, Kanye expressed that individuals had used him for their financial gain while reveling in his setbacks. He made a bold proclamation, “NO MORE HUGS” in 2025, signaling his intent to cut ties with those who do not genuinely support him. To bolster his confidence, he showcased that Yeezy.com managed to pull in an impressive $100M in just six months, demonstrating the potential of his brand.

Looking ahead, Kanye has ambitious plans for his website, aiming to offer all his clothing items at a remarkable price of just $20. This strategy could disrupt the fashion industry, challenging traditional pricing models and compelling competitors to adapt to his innovative approach. Whether one loves or loathes Kanye, there’s no denying his relentless push for change and his ability to influence the fashion world.