Kanye West and Adidas have announced a new partnership, which they’re touting as the most significant ever “between a non-athlete and an athletic brand.” Adidas + Kanye West will be a “YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport.” Kanye previously teamed with Adidas for his YEEZY BOOST sneakers, which sold out quickly and often go for thousands of dollars in secondary markets. The partnership means 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.” Kanye said in a press release: “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.”
Eric Liedtke, Adidas CMO, added:
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.
via Jazz Monroe
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