Kanye West and adidas are making history.
The hip-hop mogul and sportswear brand are extending their relationship with the launch of adidas + Kanye West, a Yeezy-branded entity comprised of footwear, apparel, and accessories for all genders.
According to a press release, the 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.”
Along with Kanye, a dedicated adidas team will focus on the development of all Yeezy products out of adidas’ Portland headquarters. The expansion plan also includes retail stores for adidas and Yeezy product. Additionally, adidas + Kanye West will expand the brand into sports with performance-intended designs.
We’ve only just begun. Introducing the next chapter: adidas + @KanyeWest. pic.twitter.com/kSHPqD6xzj
— adidas (@adidas) June 29, 2016
“These past two years adidas and Yeezy have given a glimpse into our future,” said West in a statement. “This partnership illustrates that anyone with a dream can dream without limitations.”
Eric Liedtke, adidas CMO, added, “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. 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.”
Kanye debuted his first clothing collection for adidas, Yeezy Season 1, in February 2015 and dropped the first shoe, Yeezy Boost 750, the same year. But their most successful launch yet has been the Yeezy Boost 350, which has become one of the fastest-selling shoes in history and won Shoe of the Year at Footwear News’ Achievement Awards in December.