Sports lifestyle brand Adidas has announced the cementing of its long-term relationship with musician 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 new alliance is the first significant partnership created between a non-athlete and an athletic brand.
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 ensure 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.
“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,” said Eric Liedtke, Adidas Group CMO and 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. This is what Adidas has always been about, empowering creators to create the new.”
West added: “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.”