Kanye West, Adidas Continue Partnership With New Longterm Initiative
June 29, 2016 at 11:44 AM (PT)
KANYE WEST and ADIDAS announced the cementing of its long-term relationship by launching ADIDAS + KANYE WEST, a YEEZY-branded entity creating footwear, apparel and accessories for all genders across street and sport.
Recognizing the influence, success and global brand power that began almost two years ago with YEEZY for ADIDAS ORIGINALS, the alliance is being touted "as the most significant partnership ever created between a non-athlete and an athletic brand." It will unite ADIDAS' technical, innovative expertise and capabilities with the visionary imagination of WEST.
Together with WEST, a dedicated ADIDAS team will lead the development and creation of all YEEZY products. Led from the company's PORTLAND headquarters, the team will manage and oversee the collaboration to assure its continued success globally. The expansion plan includes retail stores that will serve as distinct hubs for YEEZY product. Further, ADIDAS + KANYE WEST will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, offering options for both sport and street.
Commented WEST: "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."
Added ADIDAS CMO ERIC LIEDTKE: "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. With ADIDAS + KANYE WEST, 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."
In FEBRUARY 2015, ADIDAS presented YEEZY SEASON 1, "uniting style, music, celebrity, social media, and contemporary art to create a vibrant spectacle of creative expression." YEEZY BOOST 750 served as the first product drop born of the collaboration.
The follow-up, YEEZY BOOST 350, went on to become one of the most sought-after and fastest-selling footwear models in history, earning a FOOTWEAR NEWS award for 2015 Shoe of the Year.