When adidas extended Kanye West’s deal back in June, it was also announced that the adidas + Kanye West partnership would bolster its production beyond simply lifestyle models.
This expansion that looks to focus on basketball will also feature sporting models in football, baseball and soccer. These upcoming releases are said to be reasonably priced and accessible to the average consumer.
Adidas has been hiring new staff to facilitate this rapid expansion. Positions for adidas + Kanye West were posted earlier this summer centralized at the brand’s Portland office. The team dedicated to all things Yeezy will span 20 employees.
This new direction will also drive adidas’ athlete endorsements. Aside from their already formidable roster of stars in the NBA, adidas hopes to secure 250 players in the NFL and MLB over the next three seasons to don non-athlete signature product designed for performance on the court and field.