words // Nick DePaula:
Bright and early this morning, adidas and Kanye West together announced that they’ve struck a deal on a new long-term extension that will marry the brand and creative force for years to come.
While Kanye and adidas have released limited edition Yeezy sneaker and boot silhouettes over the last two years, this new extension greatly expands the vision of where the Yeezy line is headed. There will be an entirely new Yeezy-dedicated category of designers and product managers located at the brand’s Portland, Oregon adidas Village headquarters, responsible for building out both male and female product lines featuring footwear, apparel, accessories and everything in between.
In addition to the continuing lifestyle products, of important note is also the fact that adidas will soon launch Yeezy performance products as well. Yes, this means some of the brand’s newest endorsers will be seen on court in the NBA at the game’s highest level in Yeezy basketball shoes. Adidas will also launch distinct Yeezy retail hubs around the world.
“Recognizing the influence, success and global brand power that began almost two years ago with Yeezy for adidas Originals, the unprecedented new alliance makes history as the most significant partnership ever created between a non-athlete and an athletic brand,” adidas said via a press release. “It will redefine the future, uniting adidas’ technical, innovative expertise and capabilities with the visionary imagination of West.”
As for Kanye, he’s undoubtedly excited to further formalize the relationship with adidas, and soon launch an all-encompassing lifestyle and performance category of his own that he’s long sought out. “These past two years adidas and Yeezy have given a glimpse into our future,” he says. “This partnership illustrates that anyone with a dream can dream without limitations.”
West, pictured alongside adidas Chief Marketing Officer (and potential future brand CEO) Eric Liedtke, will essentially be given the keys to the kingdom with the brand. According to Nice Kicks sources, his deal will also fully incentive him to wear adidas products from all categories, meaning we can look for him to expand beyond just his own branded products and silhouettes like the Ultra Boost.
“Kanye is a true creator who has the ability to see things others don’t. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together,” says Liedtke. “With adidas + Kanye, 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.”
Stay tuned for more updates on the emerging and expanding Yeezy line at adidas, and let us know what you think of the new extension in the comments section below.