Adidas CEO Bjørn Gulden has pulled out a positive and defending energy concerning Kanye West for the first time after their severing ties with the rapper  last year.

In a recent TV interview with the Adidas CEO Bjørn Gulden concerning the experiences he had while  working with the rap mogul,  Gulden clearly  stated that they really  enjoyed  their partnership  with Kanye West.

He went futher to explain how creative  the rapper was while he was working  with them and how his creativities really added a lot of value to their company’s growth.

Meanwhile,  after his interview, admitted that Kanye West  is never a bad person  to partner  with  as he will also add more  value to whatever business  you are doing  with him.

New Adidas CEO Bjørn Gulden about Ye :

“Kanye West is one of the most creative people in the world. I don’t think he’s a bad person, it just came across that way.” pic.twitter.com/8k1JvHkyJl

— Donda Times (@dondatimes) September 19, 2023

“I think Kanye West is one of the most creative people in the world. And both in music and what I call street culture. So he’s extremely creative and has together with Adi created a Yeezy line that was very successful.”

The Adidas CEO Bjørn Gulden futher revealed  that the actual  reason why they had to terminate  the contract they had with him was just because  of the statement he made “White Lives Matters” which actually  appeared so offensive  to them.

“And then as creative people he did some statements which wasn’t that good. And that caused Adi to break the contract and withdraw the product. Very unfortunate because I don’t think he meant what he said and I don’t think he’s a bad person it just came across that way.” He added.

Meanwhile, following his statements, he still believes  that Kanye West never meant  what he said and he was just trying  to make some jokes, but didn’t know that it would turn out that way to terminate his business contract with them.