Bjørn Gulden, who joined Adidas as its CEO in January 2023, said Kanye West didn't mean his antisemitic comments, due to which Adidas ended its partnership with the Hollywood rapper. Calling Adidas and Kanye parting ways as "very unfortunate", Gulden said, "I don't think he's a bad person. It just came across that way." Adidas ended Kanye's partnership in 2022.