Kanye West, now known as Ye, has made headlines once again, but this time for all the wrong reasons. During the Super Bowl, one of the most-watched television events in the world, Ye aired a cryptic, low-budget commercial that seemed harmless at first glance. However, just an hour after the ad aired, his website, Yeezy.com, was selling t-shirts featuring swastikas—a move that triggered immediate backlash, widespread condemnation, and ultimately led to the shutdown of his online store.
Ye’s 30-second Super Bowl ad was as unconventional as it was simple. Filmed on an iPhone, it featured the rapper sitting in a dentist’s chair, casually stating, “I spent, like, all the money for the commercial on these new teeth. So, once again, I had to shoot it on the iPhone… go to Yeezy.com.” At first, viewers saw nothing alarming. The website initially featured a selection of non-branded clothing. However, within an hour, everything changed. The site was updated to sell only one item—a $20 white t-shirt emblazoned with a black swastika, a symbol most commonly associated with Adolf Hitler’s Nazi regime.
Rather than purchasing a multi-million dollar national Super Bowl ad, Ye strategically bought local advertising slots on Fox-owned TV stations like KTTV Los Angeles. These slots are typically reserved for small businesses and undergo less rigorous vetting. Since his ad contained no offensive material and his website initially appeared clean, it passed through the approval process without raising concerns.
According to a source quoted by Variety, “It was such a small ad, I don’t think anyone put two and two together. The copy was clean, the website was clean, and so they did their due diligence with that little part of it.” However, after the ad aired, Ye allegedly altered the website’s content, making the swastika t-shirt the only item available.
The reaction was immediate. Organizations, influencers, and the general public condemned Ye’s actions, with the Anti-Defamation League (ADL) publicly denouncing the sale of the t-shirts. In a post on X (formerly Twitter), the ADL stated:
“There’s no excuse for this kind of behavior. The swastika is the symbol adopted by Hitler as the primary emblem of the Nazis. It galvanized his followers in the 20th century and continues to threaten and instill fear in those targeted by antisemitism and white supremacy.”
By early Tuesday, Yeezy.com was taken offline. Visitors attempting to access the site were met with an error message: “This store is unavailable.” Shopify, the platform hosting Yeezy’s online store, quickly removed the website for violating its policies. A Shopify spokesperson explained:
“All merchants are responsible for following the rules of our platform. This merchant did not engage in authentic commerce practices and violated our terms, so we removed them from Shopify.”
"/>This incident is just the latest in Ye’s series of controversies involving antisemitic rhetoric. Days before the Super Bowl, he posted a disturbing rant on social media, calling himself a Nazi and expressing admiration for Adolf Hitler. His X account was later deactivated.
Ye’s history with offensive imagery dates back to 2022 when he was banned from X after posting a swastika inside the Star of David. The post violated X’s incitement of violence policy. Although his account was reinstated months later, his brand and reputation have continued to deteriorate.
Kanye West directed Super Bowl fans to yeezy.com, but the site has since been taken down (Fox).
In 2023, Ye issued an apology to the Jewish community in Hebrew on Instagram, but his actions since then suggest that the apology was insincere. Adding to the controversy, he recently made conflicting statements about his mental health. While he previously disclosed a bipolar disorder diagnosis, he now claims he was misdiagnosed and instead has autism—a statement that has further fueled skepticism and criticism.
Ye’s attempt to use the Super Bowl’s massive audience to push extremist symbols—whether as a stunt or an ideological statement—has further distanced him from mainstream fashion, music, and entertainment industries. His once-thriving empire is crumbling, with brands and platforms cutting ties, public sentiment turning against him, and even his e-commerce operations being shut down.
Beyond Ye’s personal downfall, this incident highlights a disturbing loophole in advertising regulations. By purchasing local ad slots, controversial figures can still broadcast messages to millions while avoiding the scrutiny that comes with national advertising. This raises broader concerns about how companies vet and approve content in the digital age.
For now, Ye’s website remains offline, and his brand continues to face severe repercussions. Whether he can recover from this latest scandal remains to be seen, but one thing is certain—this controversy may be one of the most damaging blows to his career yet.
Ye aired a local Super Bowl ad that initially appeared harmless. An hour later, his website switched to selling swastika t-shirts, triggering outrage. Shopify shut down Yeezy.com, citing policy violations. The ADL and other organizations condemned Ye’s actions. Ye’s history of antisemitic remarks and erratic behavior continues to tarnish his reputation.
As backlash intensifies, the future of Ye’s brand is more uncertain than ever. While he continues to make headlines, the cost of controversy may finally be catching up to him.
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