Adidas CMO Eric Liedtke and Kanye West at Milk Studios on June 28, 2016 in Hollywood
Yesterday, adidas announced the cementing of its long-term relationship with creative pioneer Kanye West in the launch of a new entity called, adidas + KANYE WEST. This new YEEZY brand will focus on creating footwear, apparel and accessories for all genders across street and sport.
After recognizing the influence, success and global brand power that began almost two years ago with YEEZY for adidasOriginals, the unprecedented new alliance makes history as the most significant partnership ever created between a non-athlete and an athletic brand. In the past West and adidas launched the YEEZY BOOST 350, which went on to become one of the most sought-after and fastest-selling footwear models in history.
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.”
Together Kanye West and a dedicated adidas team will lead the development and creation of all YEEZY products. The expansion plan includes retail stores that will serve as distinct hubs for adidas and West developed YEEZY products. Further, adidas + KANYE WEST will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.
“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,” commented Eric Liedtke, adidas Group Executive Board Member, responsible for Global Brands. “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.”
We are excited for Kanye and adidas to reveal the next chapter of their collaboration.
