New Deal With adidas Might Make Kanye a Billionaire

The Kanye West x adidas line is here to stay. On Wednesday morning, the brand went public with details of a long-term relationship with West that will include the creation of sneakers, apparel, gear, and retail stores for his Yeezy line. The new partnership between the two will form an entity called “adidas + KANYE WEST.”

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The polymath entertainer reflected on the success of what he’s created so far with adidas while looking toward what’s next.

“These past two years adidas and Yeezy have given a glimpse into our future,” West said, via press release. “This partnership illustrates that anyone with a dream can dream without limitations.”

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According to adidas, the new relationship will extend the scope of West’s influence beyond just lifestyle product—the adidas + KANYE WEST imprint will also contribute on performance designs. Adidas CMO Eric Liedtke commented on this new direction.

“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.”

West signed his initial adidas deal in late 2013 after a series of public denouncements of Nike, the sportswear brand he was previously aligned with. He also courted adidas in 2006, but a deal never materialized from those conversations.

The first Kanye West x adidas product to release was the adidas Yeezy 750 Boost in February 2015.

There were sportswear industry rumors circulating in 2015 that West wanted out of his adidas deal. This news from the brand rejects that notion, establishing a deeper and more permanent relationship between the two.

 http://www.complex.com/sneakers/2016/06/adidas-kanye-west-partnership

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