Kanye West once again graces headlines with the announcement that he has partnered with sports wear company adidas on what is apparently the “the most significant partnership ever created between a non-athlete and an athletic brand.” Dubbed “adidas + KANYE WEST” this new entity has very high hopes for the future.
Mr. West has been working hard with adidas these past two years to revolutionize fashion and tear down the boundaries set in place by society that make it hard for musicians to transition into clothing design. Kanye’s Adidas YEEZY Boosts are a representation of his success. Routinely selling out in minutes (sometimes even under a minute), the YEEZY Boost is one of the most coveted shoes in the world, sometimes going for thousands of dollars on reselling platforms.
What this official extended partnership really means is that adidas will work with Kanye on all future YEEZY products, with special retail stores serving as “distinct hubs for adidas and West developed YEEZY product.” Products may include the creation of more sneakers, apparel, and gear. Kanye seems to be beyond excited, stating in a press release that “these past two years adidas and YEEZY have given a glimpse into our future. This partnership illustrates that anyone with a dream can dream without limitations.”
We’ve only just begun. Introducing the next chapter: adidas + @KanyeWest. pic.twitter.com/kSHPqD6xzj
— adidas (@adidas) June 29, 2016
The adidas + Kanye partnership will also expand into performance — meaning we’ll see Yeezy hoop shoes & cleats in the NBA / NFL / MLB.
— Nick DePaula (@NickDePaula) June 29, 2016
Adidas CMO Eric Liedtke commented on this new direction:
“Kanye is a true creator who has the ability to see things others don’t. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together. With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye’s creativity. This is what adidas has always been about, empowering creators to create the new.”
With adidas’ sales increasing exponentially in 2015, the company looks to double down on their Kanye West investment. Seems like a good idea to me.