Partnership is biggest ever ‘between a non-athlete and an athletic brand’
Kanye West has signed a new extended partnership with Adidas, which will see him design sportswear for the brand.
The rapper first signed with the clothing company in 2013 after parting ways with rival Nike following a well-publicised falling out. West has since designed two Yeezy fashion lines for the brand.
Now Adidas have confirmed what they are calling the biggest ever deal “between a non-athlete and an athletic brand” for new “footwear, apparel and accessories for all genders across street and sport”.
It will be the first time West has branched into sportswear with Adidas, having previously designed products for its leisure lines.
The deal means that West will also get his own Yeezy chain of Adidas stores.
West says in a press release: “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.”
Eric Liedtke, Adidas CMO, adds: “Kanye is a true creator who has the ability to see things others don’t. We are excited and honoured 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.”