Guess what, everyone? The Kanye West x Adidas line is not going anywhere soon, instead they’re getting cozy and planning on creating a long-term relationship.
On Wednesday morning, the top notch sportswear company went public about officially tying the knot with the hip hop artist, West. This would be a partnership that would last and would include the creation of Yeezy’s sneakers, apparel, gear, and retail stores for his Yeezy line. The two brand-names (yes, Ye really is his own brand) will form an entity called “adidas + KANYE WEST.” Of course, his name better be in ALL CAPS. Here is a recent tweet the company posted about this news:
— adidas (@adidas) June 29, 2016
In this announcement, the College Dropout rapper discussed the overwhelming success of what he’s created so far with adidas, and how he looks forward to what will come next for the entire venture.
“These past two years adidas and Yeezy have given a glimpse into our future,” West said to press. “This partnership illustrates that anyone with a dream can dream without limitations.”
The athletic company let fans know that this new enterprise would expand West’s line of fashion even further in the industry, beyond just a lifestyle product, but more to a performance design as well. Adidas’ CMO, Eric Liedtke, made a comment about these new endeavors:“with adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye’s creativity,” he said. “This is what adidas has always been about, empowering creators to create the new.”
The entity also noted that this new direction will be “the most significant partnership ever created between an athletic brand and a non-athlete.”
Back in 2013, West signed his initial adidas deal. This was after he had made some public criticisms towards his former company Nike. The first Kanye West x adidas product that was ever to release was the adidas Yeezy 750 Boost in February of 2015, and it blew up the sales of the company. And the rest was history.
These new retail stores designed just for Yeezys will serve as “distinct hubs for adidas and West developed Yeezy product[s].” And as a result of all of this change, this will make West’s Yeezy line much more readily accessible to the fans who have been dying to have it.