It sounds as if Yeezy is about to become much more of a household name – if that’s even possible at this point.
It was announced Wednesday that Kanye West and adidas had solidified a creative partnership that will see a vast expansion of the hip-hop mogul’s brand, and even bring about storefronts solely dedicated to the burgeoning, immensely sought after Yeezy apparel.
West joined adidas CMO Eric Liedtke this morning to make the announcement, which is sure to bring excitement to fans of Kanye’s impossible-to-get-a-hold-of merchandise.
Today, adidas announced the cementing of its long-term relationship with creative pioneer 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 unprecedented new 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.
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 assure 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, consequently offering options for both sport and street.
West said: “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.”
“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,” commented Eric Liedtke, adidas CMO. “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.”
No word on the actual financials of the deal, but given the rumored money James Harden received from adidas when he inked his latest deal, one has to believe that the endorsement/partnership with Yeezy will see some major stacks change hands.
No timeline has been directly set for the release of Kanye + adidas’ new products, but now, it seems as it West definitely has the influx of cash and distribution support and infrastructure necessary to make his fashion dreams come true. Which, if we’re being honest, is kind of cool to see for the guy that made the popped-collar pink polo a fashion staple of the early 2000s.
I see you Yeezy. Play on, playa.