Adidas Global Director of Entertainment and Influencer Marketing, Jon Wexler stops by The Breakfast Club to discuss the Kanye West, Yeezy Season along with the recent boost and resurgence of Adidas.
Wexler is known for his involvement in the non-sports side of the brand working with celebrities, entertainers and influencers on collaborations.
During the interview, Wexler touched on various topics including adidas’ newly released NMD shoe, boost technology, his love for hip-hop and its culture and Run DMC‘s influence on Adidas.
He also explained Adidas’ partnerships with hip-hop artists – including Kanye, who get’s Yeezys first, Kanye’s tweets, releasing more quantities Yeezy Boosts by the end of 2016.
“Driving culture, people want to dress like and have a unique voice… people who can transcend culture in a way,” Wexler said when asked about picking non-athletes to work with.
The boost technology is featured in Kanye’s Yeezy Boost sneakers, but has also been previously used in Adidas’ sneakers. Boost is a collaboration with BASF and NASA first used in their running shoes.
Wexler also compared the Run DMC Madison Square Garden Adidas moment in 1986 to Kanye’s Yeezy Season 3 show at MSG in 2016 as great moments in the company’s history. He mentioned that Kanye brought the MSG fashion show idea to Adidas back in November 2014.
Watch the full interview below.