In a now infamous tirade against Jews on a podcast earlier this month, Kanye West stated that "Adidas cannot drop me," regardless of his remarks.

With a social media uproar focused on Adidas brewing, Ye's theory is now being tested.

Here's the deal: The list of brands distancing themselves from West is growing by the day. Balenciaga and Vogue publicly cut ties last week, and on Monday talent agency CAA dropped West as a client, and production company MRC said that it's shelving a documentary on West. Now the scrutiny has shifted to the German sportswear giant and its long-standing partnership with the controversial artist.

Celebrities including Kat Dennings, Josh Gad and Meg Stalter condemned Adidas for sticking by West. Detlef Schrempf, former NBA sharpshooter and Adidas sponsoree wrote, "I represented the 3 stripes during my career & beyond. @adidas needs to make a statement NOW! Suspend any relationship w/ @kanyewest until he has received psychiatric help, but why wait? End it now. He won't change #erasethehate."

Jonathan Goldblatt of the ADL released a statement Monday aimed squarely at Adidas calling its failure to cut ties with West "pathetic."

Pressure on Adidas increased this weekend after a group of Neo-Nazis placed banners on the 405 highway in Los Angeles in support of West.

"Today on the 405 in Los Angeles. We are waiting @adidas," read Shannon Watts' tweet in response to the incident that received more than 100,000 likes.

Earlier this month after West wore a "White Lives Matter" shirt in public, Adidas said that it was reviewing its lucrative partnership with his Yeezy brand.

"After repeated efforts to privately resolve the situation, we have taken the decision to place the partnership under review," the apparel maker said in a statement. "We will continue to co-manage the current product during this period."

Since that statement, West has come out and targeted Jews explicitly in shocking public statements, becoming the most prominent openly anti-Semitic public figure in a generation.

With pressure mounting and West's hate campaign against Jewish people continuing, it seems the question is when, not if, Adidas will cut ties.

Adidas expects to lose $1.3 billion in revenue due to ending its partnership with the rapper formerly known as Kanye West.

The company cut ties with Ye in 2022 after the rapper made numerous antisemitic remarks.

It's still unclear what the German apparel company will do with the existing Yeezy products. However, it says if they are not repurposed Adidas' operating profits could be lowered by an additional $500 million this year.

“The numbers speak for themselves. We are currently not performing the way we should”, said Adidas CEO Bjørn Gulden. “2023 will be a year of transition to set the base to again be a growing and profitable company."

Adidas had a moderately successful 2022. The company reports that revenues increased by 1% in currency-neutral terms.

"We need to put the pieces back together again, but I am convinced that over time we will make adidas shine again. But we need some time," Gulden said.

News of the drop in revenue sent Adidas stocks tumbling on Friday. It was down by more than 1% before the market closed.

Adidas is launching a new sports bra line, but it's the campaign ad that is drawing attention.

On Wednesday, the German sports apparel company tweeted a photo grid of 25 sets of bare breasts to illustrate how every body is different.

"We believe women’s breasts in all shapes and sizes deserve support and comfort," the company said. "Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them."

The company linked to their new collection alongside the hashtag #SupportIsEverything.

The reaction to the campaign was mixed, with some applauding the company, while others deemed it inappropriate.

In a series of follow-up tweets, the company defended the ad.

"We want to celebrate bodies in all their glory and proudly showcase how different we all are," the company said.

In a press release, the company announced that it created 43 new sports bra styles because "a sports bra is the single most important piece of workout apparel for those with breasts."

By re-engineering their entire portfolio, the company said it'll allow to give women "more choice and help them find the sports bra that’s right for them."