Kanye West and Adidas have already created unprecedented success with the sneakers they’ve produced together and now they’re making plans to make things even bigger. Ye’ and Adidas have announced what they’re calling the biggest deal ever “between a non-athlete and an athletic brand.” The new long term deal entails the production of more fashion apparel and surprisingly they also have plans to include athletic wear as well (picture basketball players rocking Yeezy’s). Adidas also plans to open up special retail stores to support the Yeezy line.
All this comes after the mega success Kanye has had with his Adidas Yeezy Boost sneakers last year. His shoes would sell out in minutes and sell for thousands of dollars on eBay and Craigslist. A craze that was once reserved only for shoes like Jordan’s.
“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
There was some rumors that the partnership between the two may have been going south. According to gq.com:
“When Adidas announced it would no longer be producing the apparel for Kanye’s semi-self-titled line, the future of their partnership became a big question mark. West’s proclamations of world-changing design and high taste level for all seemed less likely without the backing of a clothing juggernaut—the very reason he teamed up with Adidas in the first place. Today that question mark got a resounding answer, as Adidas put forth a plan to not just continue its deal with West, but double down on brand Yeezy.”
Now Kanye fans will eagerly anticipate to see that he and Adidas have in store for them.
“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.” – Eric Liedtke, Adidas Group Executive Board Member, Responsible For Global Brands
Kanye now seems to have the backing that he’s been lamenting about being missing, now let’s see if he can deliver on his promise to create something “life changing”