Adidas has announced the cementing of its long-term relationship with creative pioneer Kanye West in the launch of adidas + KANYE WEST, a YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport.
Recognizing the influence, success and global brand power that began almost two years ago with YEEZY for adidas Originals, the unprecedented new alliance makes history as the most significant partnership ever created between a non-athlete and an athletic brand.
It will redefine the future, uniting adidas’ technical, innovative expertise and capabilities with the visionary imagination of West. Together with Kanye West, a dedicated adidas team will lead the development and creation of all YEEZY products. Led from adidas’ Portland headquarters the team will manage and oversee the collaboration to assure its continued success globally.
The expansion plan includes retail stores that will serve as distinct hubs for adidas and West developed YEEZY product. Further, adidas + KANYE WEST will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street. West said: “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 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 Group Executive Board Member, responsible for Global Brands.
“With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye’s creativity.