Adidas Announces Long-Term Deal With Kanye West & YEEZY Brand
Following the successful launch of the YEEZY brand with Adidas Originals two years ago, Adidas announced Wednesday (June 29) that it has inked a long-term deal with Kanye West.
The two sides are coming together for the launch of Adidas + Kanye West, a YEEZY branded entity that will result in the created of not only footwear, but also apparel and accessories for all genders.
"It will redefine the future, uniting adidas’ technical, innovative expertise and capabilities with the visionary imagination of West," said a press release.
Together with Kanye, a dedicated adidas team will lead the development and creation of all YEEZY products. The expansion plan also includes retail stores that will serve as distinct hubs for adidas and West developed YEEZY product, while the adidas + KANYE WEST label will extend beyond its current lifestyle focus, with the introduction of performance-intended designs.
"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," said Kanye.
Thee deal marks the most significant partnership ever created between a non-athlete and an athletic brand.