30/06/2016
The most significant partnership between a non-athlete and an athletic brand.

Words by

Veronica Stanford

Well, Kayne must be pretty happy with himself. Whether you love him or hate him, you can no longer deny that he knows what he’s doing.

It’s just been announced, that due to the continuing success of the Yeezy lines, adidas has entered into an official long-term partnership with Kayne.

And it’s been dubbed as the most significant partnership between a non-athlete and an athletic brand ever. Yep, we bet Ye is looking pretty smug.

Together with Kayne, a dedicated adidas team will work from the adidas headquarters in Portland to manage the expansion of the Yeezy line.

The deal will see the opening of a number of stores which will be distinct Yeezy hubs. The adidas + Kayne West collab will also extend beyond streetwear, with the development of performance designs for sport.

“With adidas + Kayne West we are exploring new territories by opening up the sports world to Kanye's creativity,” said adidas’ Group Executive board member, Eric Liedtke. “This is what adidas has always been about, empowering creators to create the new.” 

The next steps for adidas + Kayne West are set to be announced in the coming weeks.

adidas.com.au

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