Kanye West calls out Nike CEO Mark Parker during concert

Kanye West has used his Yeezus tour platform to express his frustration with the fashion industry he feels won’t let him in. Never scared to call out names, Nike CEO Mark Parker is the latest to receive the brunt of Ye’s displeasure. Earlier this week in several interviews, West announced that he was forming a new partnership with Adidas after Nike refused to sign him to a deal in the same vein as athletes.

During a tour stop in Nashville, TN. Ye announced that Nike lost culture, and presented his evidence using the fact that his second Yeezys collaboration with Nike dubbed by fans, the “Red Octobers” are still sitting in a warehouse somewhere.

“Do you know who the head of Nike is?” West asked the crowd as he prowled back on forth on an arrowhead-shaped stage in a white mask. “No, well let me tell you who he is: His name is Mark Parker, and he just lost culture. Everyone at Nike, everyone at Nike, Mark Parker just let go of culture.”

From there he continued to address the fans about his “vision” for sneaker utopia.

“I’m talking directly to you. No miscommunication,” West said. “Did you not want the Yeezys? Nike would make you believe it was my fault that you couldn’t get them, but that was not the case. I wanted there to be as many Yeezys as there was LeBrons, and I wanted them to be at a good price, but that was not my choice, and we’re going to change everything. And … I’m going to create more than you think that any musician in the history of time ever could have.”

Nike’s long held belief is that they are an athletic company and do not make those type of deals with artists. Back around 2003-2004, Pharell Williams wanted to do something similar and was met with the same rejection. It’s not personal Ye, that’s just how they set their operation up.