Jonathan Leibson/Getty Images for ADIDAS
adidas and Kanye marrying fashion to performance.
Say what you want about Kanye, but the man is working hard on his craft. The 39 year old rapper + fashion designer is working on another big collaboration with the German sporting goods giant, adidas. This time we are seeing, “a Yeezy-branded entity creating footwear, apparel, and accessories for all genders across street and sport.” adidas + Kanye West is the collaboration is more about performance this go around and will probably do quite well as the Yeezy products for adidas sell out within hours upon release. This new collaboration takes the focus from just street wear to sports and will be overseen by Kanye along with a special adidas team.
This partnership began in 2013 after Kanye left Nike for a huge deal with adidas that grew into the Yeezy Season 1. The apparel and footwear collection drew praise despite the skeptics and the Yeezy Boost 350 even won the Footwear News “Show Of the Year” award in 2015. All parties involved in the new collaboration are excited.
“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,” said Eric Liedtke, adidas group executive board member, responsible for global brands. Kanye sees a big future for two brands. “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.”
We are eager to see what the two giants have in store for us.
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