After three collections, three insane fashion shows, and two years with adidas Originals, Kanye West is taking his relationship with the brand a step further with the launch of "Adidas + Kanye West." Adidas announced today that the rapper will now get his own team of designers to create Yeezy-branded footwear, apparel, and accessories for men and women beyond street wear.
Adidas is calling it "the most significant partnership ever created between a non-athlete and an athletic brand." The plan includes Yeezy-only retail stores, which will surely have lines around the block considering how fans received Kanye's Pablo merchandise pop-up. Kanye's also pulling a Beyoncé, now tackling athletic and performance gear, too.
"Kanye is a true creator who has the ability to see things others don't," says adidas CMO Eric Liedtke in a statement, "With Adidas + Kanye West we are exploring new territories by opening up the sports world to Kanye's creativity."
"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 adds.
Since first launching the Yeezy 750 Boost sneakers in February 2015, every item Kanye has made with Adidas has arrived with rabid fanfare–even selling out. You can expect more of the same.
From Elle
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