After the success of the YEEZY brand of sneakers, Kanye West and adidas are now taking their relationship further by cementing a long term partnership.
The two entities have announced today “adidas + KANYE WEST”, a YEEZY branded entity creating footwear, apparel and accessories which will cater for all genders across street and sport. adidas promises that it will redefine the future, uniting adidas’ technical, innovative expertise and capabilities with the visionary imagination of Kanye.
Going forward, a dedicated adidas team will lead the development and creation of all new YEEZY products in collaboration with Kanye. The expansion plan includes retail stores that will serve as distinct hubs for adidas and West developed YEEZY products which will now include performance-intended designs, consequently offering options for both sport and street wear.
“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,” said Kanye West.
“Kanye is a true creator who has the ability to see things others don’t. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together,” commented Eric Liedtke, adidas CMO. “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.”
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