Impossible is nothing—so their slogan says. Now to live up to it.

The dust is far from settled, but since a few days have elapsed since the Adidas x Ye disaster, why not continue expanding the conversation.

Many of us waited for Adidas to do the right thing and take a stance against Ye’s antisemitic slurs. Two weeks later, they finally did.

By then, articles had already surfaced regarding Adidas' past—their Nazi origins. Not that this, in any way, shape or form, justifies or forgives Ye’s hateful speech—in fact, it adds insult to injury.

German companies operational during that time likely had ties with the Nazis, but that does not imply that they gleefully ascribed to the political ideology. Many were forced to comply and were mercilessly used and abused. Still, many refused, and this cost them their life and livelihood. It was not an either/or situation. Circumstances were dire and complex—they can hardly be fathomed. The one unequivocal truth is that what was done to the people was heinous. And what people had to do to survive is unimaginably complicated.

The point of this article is to hopefully give way to more nuanced conversations as it pertains to how fandom is often flawed.

We live in a time where people are fervently voicing concerns, injustices, and aggressions. People seek social reform and demand everyone take accountability for their mistakes (past and present). So, to remain aligned with the current cultural climate is to inquire if brands (German or not) ever addressed their past ties to Nazism by bringing forth forms of remedy and reparations. Some brands may have done so discreetly and with good reason. Capitalizing on a tragedy they may have been involved in is not something they should want to spin into a “positive” PR campaign. Even with the best intentions, bringing up a messy past can have serious repercussions—for everyone. Though some may argue that an authentic apology may be healing, it depends on the nature of the situation and the circumstances.

In Adidas’ case, however, Ye made it so that their past has come back knocking, and while it probably pains them to answer the door, they are left with no choice but to take action. Action beyond simply stating that they do not tolerate antisemitism and terminating their partnership with Ye. Because many feel this was an underwhelming response, insisting Adidas only did what it did and said what it said because of growing public tensions. They may feel it was nothing more than a blatant business decision. But even if so, it should not come as a shock to see businesses behave like businesses—after all, getting into the partnership in the first place was a blatant business decision. Others feel that Adidas acted two weeks too late and are now boycotting the brand. However, it should be considered that while the decision to end the partnership may have been instant, other factors come into play that slow down the public announcement.

People quickly blame the brand and the artist without asking themselves how they may have contributed to the situation. Maybe people (fans) have a hard time believing that the brands and artists they love, support, and strongly identify with may not deserve their loyalty after all. So they prefer to turn a blind eye to situations.

Think about it. Ye has always exhibited a bit of erratic or controversial behaviour. This did not seem to bother anyone enough to deter a giant like Adidas from partnering with him (and they have 2B in generated sales revenue to show for their decision). It only became a problem when Ye finally crossed the line—imagine, he believes he is THAT invincible.

The trouble may be that people (fans) tend to hold brands and artists to higher ethical standards a little too late in the game. They react only after a brand or artist has done something so offensive it can no longer be ignored. It would be more helpful if people held those brands and artists to higher ethical standards from the get-go. This would influence them to make better decisions: such as choosing better brand partnerships and thinking twice or three times before speaking or tweeting.

Remember: people set the trends, and everyone votes with their dollar, likes, follows, and retweets.

So what can Adidas do to go beyond what was expected of them? To do what is expected of them next, of course.

Develop a campaign to reinforce their stance on antisemitism. They have now been presented with a ripe opportunity to not only condemn antisemitism but to actively advocate against it.

While this might not remedy the past, it would lend a form of moral reparation. And with antisemitism on the rise, a brand like Adidas has the voice it takes to use the power of polarity to help shift perceptions.

If this were to happen, some would applaud the campaign, while others would argue that it is just business as usual. And yes, kindness, inclusion, acknowledgment, transparency, and advocacy are very good for business.

More of that, please.

We cannot at once support and shame businesses for acting in their true nature: in the best interest of their business—especially when those interests coincide with the good of society.

All this to say, before demanding brands and artists do better, expect it from yourself first—it all starts there. Be mindful of who you fuel with fandom because there is nothing more anti-woke than a society asleep to its ignorance.