adidas has announced the most significant new long term partnership with rapper/entrepreneur – Kanye West.
The brand and Kanye West are cementing their long-term relationship by launching adidas + KANYE WEST, a YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport.
Adidas said on Wednesday the deal is the most significant partnership created between a non-athlete and a sports brand and will develop beyond its current lifestyle focus to introduce new sports performance designs.
Together with Kanye West, a dedicated adidas team will lead the development and creation of all YEEZY products. Led from adidas’ Portland headquarters the team will manage and oversee the collaboration to assure its continued success globally. The expansion plan includes retail stores that will serve as distinct hubs for adidas and West developed YEEZY product. Further, adidas + KANYE WEST will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.
West said: “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.”
“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,”commented Eric Liedtke, adidas Group Executive Board Member, responsible for Global Brands.“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.”
The range can be expected to be seen from early 2017.