Create a free profile to get unlimited access to exclusive videos, sweepstakes, and more!
Kanye West Will Lend His "Visionary Imagination" to Adidas For a New Label
Imma let you finish, but this is the "most significant partnership ever."
It's been a good summer for Kanye West and fashion. First, he delightedly smiled through Tyler the Creator's whimsical show. Then, Adidas announced plans to blow up its partnership with the 39-year-old rapper—who is referred to as a "creative pioneer" in an official release that went out yesterday.
The footwear giant has been working with Kanye since 2014. That year, the rapper released his much lauded (and Kardashian-adored) Yeezy Boost shoes; in 2015, he worked with the brand to release his Yeezy season one clothing line. What's left to tackle? Sports.
In a statement, Adidas CMO Eric Liedtke said: "Kanye is a true creator who has the ability to see things others don't. With Adidas + Kanye West we are exploring new territories by opening up the sports world to Kanye's creativity." (BTW, the top of the press release read: "The Most Significant Partnership Ever Created Between an Athletic Brand and a Non-Athlete." Ladies and gentleman, Kanye West.)
The new Adidas + Kanye West brand will spawn retail stores, shoes, accessories, and clothing for men and women. According to the release, the collection will "[unite] Adidas’ technical, innovative expertise and capabilities with the visionary imagination of West." Technical expertise and Kanye's vision, together at last.
The Lookbook is Bravo's home for inspiring content and experiences that feed fashionistas with a steady diet of share-worthy styles, personalities, and industry news. Like us on Facebook to stay connected to our daily updates.
Bravo’s Style & Living is your window to the fabulous lifestyles of Bravolebrities. Be the first to know about all the best fashion and beauty looks, the breathtaking homes Bravo stars live in, everything they’re eating and drinking, and so much more. Sign up to become a Bravo Insider and get exclusive extras.