adidas has announced a long-term collaboration with Kanye West, calling it “the most significant partnership between an athletic brand and non-athlete.” If it sounds exaggerated to you, maybe because it is. This is Yeezy we’re talking about.
Then again, there’s really no other way to describe the partnership. Every piece that has come out of the collaboration between the two always garners worldwide attention, and not to mention sales. It started with Yeezy Season 1’s celebrity-studded fashion show in 2015 and continued with a number of highly successful Yeezy Boost shoes.
adidas and West have now decided to take their collaboration one step further with a new line, that will be simply called adidas + KANYE WEST, which is described as “a Yeezy branded entity creating footwear, apparel and accessories for all genders across street and sport.”
West says of the partnership, “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.”
A dedicated team from Adidas and West himself will work on the collection at the German brand’s headquarters in Portland. Setting their eyes on global success, Adidas and West are set to open retail stores and extend the collection “beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.”
“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,” says Eric Liedtke, adidas CMO, in a statement. “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.”
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