Kanye West took to Instagram on Wednesday with an ad for his collaboration with YZY Gap in the style of the famous video game Grand Theft Auto.
The 45-year-old music artist posted a roughly one-minute clip on Instagram Stories showing a person dressed in merchandise from his YZY Gap walking the streets of Tokyo’s Shibuya and Shinjuku.
The clip contained elements of the video game, including the heads-up display of health, sought-after levels, and other aspects associated with characters in the game.
West’s pushing the brand comes at an unlikely time amid a business dispute with the company, which he said last week intended to cancel his contract and claimed the company had failed to fulfill his contract.
Nicholas Gravante, a lawyer for the famous artist, told outlet The FADER on Wednesday that “Gap has given Ye no choice but to terminate their collaboration agreement due to Gap’s significant non-compliance.”
The rapper is now moving forward “to make up for lost time opening Yeezy retail stores,” according to his legal representative.
West is expanding his legal team in an anticipated lawsuit against Gap, having hired veteran attorney Alex Spiro, who has represented artists like Jay-Z, Elon Musk and Meek Mill in the past.
West said Monday that his “war with either Gap or Adidas is not over” after terminating his contracts with them.
Speaking to Bloomberg earlier this month, West said he’s focused on building his own brand without promoting big companies.
“It’s time for me to go it alone,” West told the outlet. ‘It’s good. I brought money into the company. The companies made me money. We have developed ideas that will change clothing forever. Like the round jacket, the foam runner, the slides that changed the footwear industry.
“Now is the time for Ye to build the new industry. No more companies standing between me and the audience.’