Leading sportswear giant Adidas has announced the cementing of its long term-relationship with rap mogul Kanye West‘s ” Yeezy ” brand with the launch of ‘adidas + Kanye West’, a Yeezy branded entity.
The partnership agreement means that Adidas will produce footwear, apparel and accessories for all genders across street and sport.
This kind of partnership is historical because it’s between a non-athlete and an athletic brand.
After the deal sealed and signed Kanye West said:
“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.”
However, adidas Group Executive Board Member Eric Liedtke, have something to say about the partnership deal:
“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.”
