Adidas’ Jon Wexler Talks Kanye Partnership, Reaction To “Facts”
Jon Wexler, Adidas' Global Director of Entertainment & Influencer Marketing, is the man behind a number of the brand's high-profile signings... including Kanye West.
In a recent interview with Nice Kicks, he discusses how the partnership with Ye came into fruition, as well as his initial reaction to the rapper's controversial new song, "Facts", in which he disses adidas' competitor, Nike.
"The thing that really came across in those first conversations, is he's just truly a world builder. He didn’t want to build a shoe, he wanted to build Rome. He was thinking on such a big scale, that it was just inspiring to even be in a conversation," Wexler explains.
"When [Kanye] starts to go toward a brand and gravitate there, all of the people around him recognize that and they try to go that direction too. It was very evident from the beginning, that he was going to be a gamechanger for us."
Regarding "FACTS", Wexler says he was "speechless" upon hearing it.
"I hit play like everyone else. And then I was like, 'Oh!' [laughs] I was speechless, and I remember going to my wife, and being like, 'Look!' Then, I played it for my 10 year-old and my 13 year-old. It was just a real sign of an amazing partnership," he said. "We've been blessed with working with artists and other collaboration partners, and I don't want to say they bleed adidas, but they kind of do. He definitely carries that flag. We didn't ask him to do that. Nobody in our company had any visibility to it. That was just a true and fun thing. I think a lot of people got very – 'Well, these are the facts... and this and this.' [laughs] It's art. That's what rap is."
Read the entire interview over at NiceKicks.com.