Kanye West Breaks Record With Adidas


Sportswear giant Adidas has just entered into a full-fledged deal with Kanye West, which it calls the most significant partnership ever created between a non-athlete and an athletic brand.

On Wednesday, the company announced a new long-term partnership, a unit that will be responsible for working with Kanye to create new lines of shoes, clothes and accessories for both street and sport wear.

The German company calls its new partnership, Adidas + Kanye West. The line will have products for men and women and will expand beyond fashion wear into athletic gear.

Interestingly, Adidas also said that as part of the new partnership they will be opening dedicated retail stores to serve as “distinct hubs for Adidas and Kanye’s products”.

Kanye West and Adidas 2

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It is however unclear when the stores will open, where, and whether the stores will sell only Kanye West gears, but it’s likely you can expect brick-and-mortar locations that bear West’s name on the front—a major breakthrough for the rapper, who has long had ambitions of being a fashion icon.

In a statement on the new deal, Kanye West said it “illustrates that anyone with a dream can dream without limitations.”

Adidas said that West’s first fashion line presented in February 2015 as Yeezy Season 1 cemented its collaborative partnership with the rapper. For the past two years in a row, Adidas has opened New York Fashion Week with Yeezy gear.

The retailer first partnered with the rapper two years ago, when Kanye West left Nike in a huff. Together, they designed a line of Yeezy Boost sneakers- the Yeezy Boost 750 and the Yeezy Boost 350,  using the company’s “boost” running technology in street shoes.

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Adidas has done design partnerships in the past with musicians like Katy Perry, Pharrell Williams, and Pusha T, and with fashion icons like Stella McCartney and Yohji Yamamoto, but never this extensive.