NEW YORK (AP) — Adidas has ended a partnership that helped make the artist formerly known as Kanye West a billionaire and gave German sportswear edgy appeal, but ultimately failed to withstand the growing backlash over the rapper’s offensive and anti-Semitic remarks.

The split will force Adidas to look for another transcendent celebrity to help it compete with growing rival Nike, but will likely prove even more costly for Ye as the now-famous rapper. He became a giant of sneakers the latest company to end its relationship with Ye, whose music career declined as he courted controversy.

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