Kanye West and adidas have made history again, but this time with the company’s most significant partnership between an athletic brand and a non-athlete.
Fans woke up to the news on Twitter when adidas announced the launch of “adidas + Kanye West, a YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport.”
“I’m not just a musician singing in front of a mic, we are running, jumping, we’re getting hurt,” Kanye told The Wall Street Journal. “We’re in the same arenas that the ballplayers play in.”
In the plans are an adidas team that will lead the development and creation of all YEEZY products from the adidas Portland headquarters. The new expansion includes retail stores that “will serve as distinct hubs for adidas and West developed YEEZY product” according to adidas.
“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,” the brand stated in a press release today.
“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 said.
“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,” adidas CMO Eric Liedtke said. “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.”
Kanye’s co-manager Scooter Braun took the time to congratulate and post about the new partnership along with adidas Global Director of Entertainment and Influencer Marketing Jon Wexler and adidas Originals Global Collab Director Rachel Muscat who helped make the deal happen.
— Scooter Braun (@scooterbraun) June 29, 2016
— Rachel Muscat (@rachelmuscat) June 29, 2016
Kanye joined forces with adidas back in 2013 and has released three collections since then and multiple variations of shoes including the Yeezy Boost 350, 750 and Yeezy 950 boot.
Expert from adidas press release:
Today’s announcement is the latest in a series of landmark achievements made by the German sports innovator and the globally influential artist. In February 2015, the presentation of YEEZY SEASON 1 rewrote the template of the modern fashion show, uniting style, music, celebrity, social media, and contemporary art to create a vibrant spectacle of creative expression. YEEZY SEASON 1 established West and adidas as powerful partners.
At the same time the YEEZY BOOST 750 set off a global consumer sensation, serving as the first product drop born of the collaboration between adidas and West. Composed with adidas BOOST™ cushioning technology, the model combines the ultimate in comfort and performance with high-end style.
As a follow-up, West and adidas launched the YEEZY BOOST 350, which went on to become one of the most sought-after and fastest-selling footwear models in history. The low-top model unites a BOOST™ cushioning sole and adidas’ Primeknit material with West’s pioneering aesthetic. The resulting design led to a consumer frenzy, followed by unprecedented sales and, last December, a Footwear News award for 2015 Shoe of the Year.
Now that the announcement has been made, the world awaits the reveal of adidas + Kanye West plans in the years to come.
@kanyewest Here's to creating the next chapter. 🙌
— adidas (@adidas) June 29, 2016
@kanyewest Yes it is, we're just getting started and we've got all day.
— adidas Originals (@adidasoriginals) June 29, 2016