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.
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