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it is a done deal, billionaire elon musk completing his $44 billion takeover of twitter. i'm brianna keilar with alex marquardt this morning. >> good morning. >> good morning. john berman is off. and according to sources, musk immediately fired twitter's ceo, the chief financial officer and the company's top lawyer. musk first agreed to buy the company in april, then he spent months trying to get out of the deal, which was finalized just before today's deadline. >> musk attempted to reassure advertisers, posting an open letter on twitter why he bought the platform, saying, quote, the...

Climate right now that's very, very tense. >> reporter: west's brand is being hit hard. >> i can say anti-semitic things and adidas can't drop me. >> reporter: earlier this week, adidas dropped west. they said the loss of the collaboration is expected to cost them up to $250 million in its fourth quarter. >> jew hatred is on the rise in this country. and what this whole kanye episode shows is that we need to take it seriously. >> reporter: kanye west has still not returned cnn's repeated requests for comment. brianna. >> chloe, thank you so much for that. ahead the new study this morning on ...