Looks like the Adidas Originals and Yeezy partnership is pretty rock solid. This morning, global sportswear giant Adidas confirmed they've inked a long-term partnership deal with Kanye West's Yeezy fashion brand. The two have been partners for the past two years, with Adidas helping to produce Kanye's Yeezy collections. But now, the official brand, adidas + KANYE WEST formally solidifies this collaboration. Described as "a YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport" the team-up has been coined as the most significant partnership between an athletic brand and a non-athlete.
Whether you're a fan of Yeezy or not, you have to appreciate how fusing the large-scale production values, technical expertise and innovation of a brand like Adidas with the buzz-appeal and power of super-celebrity Kanye West is a damn potent move. Considering the cult status of the Yeezy Boost 350 and Yeezy Boost 750 shoes alone, you can certainly see dollar signs ringing in everyone's ears.
In the Adidas press release, Kanye was typically overblown: "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." Expect to see a massive expansion of the Adidas and Yeezy brands, including new retail stores as result of this partnership.
Even though Adidas is a German brand, the Yeezy expansion is slated to roll out of Adidas' Portland headquarters. "With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye's creativity," says Adidas group executive board member Eric Liedtke. "Kanye is a true creator who has the ability to see things others don't." Funnily enough, that's exactly what Kanye said about himself over 12 months ago in his Paper magazine essay.