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In an unexpected turn of events, Adidas has made the decision to reunite with Ye. Their collaboration had previously come to an end in October 2022, following candid remarks made by Ye addressing personal struggles with members of the Jewish community. Despite this, it seems Adidas has decided to renew their partnership.
This renewed collaboration marks a significant triumph for Ye. It stands as a testament to the resilience of his brand, undeterred by the storm of controversy that surrounded him the previous year. It further signals that Adidas is prepared to set aside any disagreements they've had with Ye, underscoring his immense value to the company.
This reunion also serves as a commentary on the "go woke, go broke" trend. In recent years, several companies have faced consumer backlash for publicly taking a stand on social issues. Adidas appears to be the latest corporation to navigate these choppy waters.
The long-term outcome of this reinstated partnership remains to be seen. However, it's evident that Adidas is banking on Ye's influence to help them recapture the momentum they lost last year.

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