Kanye West & adidas Announce Expansion Into Full Line of Footwear, Apparel & Accessories

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.

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Kendrick Lamar's Super Bowl 59 halftime performance was nothing short of legendary, leaving fans buzzing with surprise cameos and bold moments that took his long-running feud with Drake to new heights. Kicking off with an unreleased song snippet and followed by “Squabble Up” from his latest album GNX, Kendrick immediately set the tone for a game-changing performance. Fans eagerly waited to see if Kendrick would play his diss track Not Like Us, especially with Drake's ongoing lawsuit against him and his label for defamation and harassment. Lamar's performance included an unexpected appearance by SZA and a quirky cameo from Serena Williams, along with Samuel L. Jackson’s comedic interruptions, all building the suspense around the Drake drama. In the middle of his performance, Kendrick turned up the heat, looking straight into the camera and directly addressing Drake with his famous lyrics, “I heard you like them young," as fans held their breath. Despite the tension, Kendrick censored himself when it came time to call Drake a "certified lover boy" and avoided saying “pedophile,” which had been widely speculated. Social media lit up with mixed reactions, with some fans mocking the performance as a "mid mashup" and others noting the intense hostility toward Drake. With the hashtag #KendrickBowl trending, it’s clear that Kendrick’s performance was a cultural moment that pushed boundaries—but has he gone too far, or is this just another chapter in hip-hop history? Only time will tell, and Drake has yet to respond.

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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.”