Kanye West and Adidas Take Their Partnership To The Next Level

Kanye West and Adidas Take Their Partnership To The Next Level

The sportswear brand and rapper are looking to expand the prominent Yeezy label

The sportswear brand and rapper are looking to expand the prominent Yeezy label

Text: VERONICA RADYUK

When Kanye West initially collaborated with the Adidas brand, all bets were off. Many in the fashion industry questioned whether the sneakers would sell as quickly as his albums—after all, he ultimately was stepping into a space that no rapper successfully stepped into before.

Little did Adidas and the fashion industry know, the Yeezy sneaker would be one of the most desirable products on the market (people will literally spend thousands of dollars online for a pair of those Yeezy Boost 750's). Anyone who owns a pair is part of Kanye's exclusive sneakerhead club, where only those who are committed to waiting in endless lines or connected to the rapper, would be a member of.

While Yeezy has received unprecedented success within the past year, Adidas is attempting to catch up to rival Nike in sales. The German company is announcing today that it will be expanding its partnership with Kanye West to include performance products in addition to co-branded retail stores. In doing so, Adidas hopes to increase sales figures significantly.

According to Adidas CMO Eric Liedtke, "Our industry is so ready for disruption, the same signature lines have X player, Y player, Z player, so of course we're going to have Kanye work with our guys to challenge that as well."

West believes performing to be one in the same with athletics. In the past he has said, "I’m not just a musician singing in front of a mic, we are running, jumping, we’re getting hurt. We’re in the same arenas that the ballplayers play in.”

Even though West's line brought great success in the fashion industry, strict sportswear will be another entity entirely to tackle- will his fashion brand be interpreted well on the football field or in the basketball court? We expect that he'll shoot and score.

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