adidas & Kanye Partner on Largest Non Athlete Deal in History – BlackSportsOnline
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adidas & Kanye Partner on Largest Non Athlete Deal in History


Is it me or does it seem like we’ve been in extended Yeezy season?! From the mercurial release of The Life of Pablo to the subsequent pop up shops, and the Met Gala red carpet interview (#vibes). Kanye certainly knows how to maintain a vice grip on the pop culture landscape. In the latest bit of Yeezy news, today adidas announced the details of a long-term partnership with Ye that will include the creation of sneakers, apparel, gear, and retail stores for his Yeezy line. The new deal will create the imprint “adidas + KANYE WEST.”

According to Sole Collector, this will also include Kanye’s own dedicated Yeezy design team. In a statement 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.

adidas, says the new enhanced partnership will allow Ye’s influence to extend beyond lifestyle products into performance designs. A bold move by the brand, making a big bet that a non athlete can push performance products. adidas is the #3 apparel brand behind Nike, and Under Armour, while catching the Swoosh may not be a possibility. The folks at adidas can’t be happy with being usurped by Under Armour. The extended partnership with Yeezy may just be a calculated move in a long battle.