How Adidas sidestepped Kanye’s controversies to sell millions of dollars of Yeezy stock

Kanye West has been a controversial figure almost as long as he’s been making music. For a long time, he walked the tightrope between musical genius, and the guy whose outbursts (about George Bush not liking Black people, for example. Or Beyonce having the best music video of all time – you know the one) saw him teeter dangerously close to cultural pariah. Following his divorce from Kim Kardashian, the Yeezy artist – officially now known as Ye – seems to have plunged headfirst into the abyss.