Kanye West and Adidas announced a long-term partnership today, to the delight of many fans.
Kanye West released his new video this week and it’s already making headlines, but there’s still even more Kanye news coming: Kanye West x adidas. Even though Kanye West’s brand Yeezy and adidas already collaborated two years ago, this current partnership is planned as a long-term and fixed addition.
For many, Kanye West is a creative genius. For others, he’s a joke. But you have to give the self-titled “god” one thing: he knows how to draw attention to himself. Even two years ago, West had a flying start with Yeezy x adidas and the Yeezy Boost 350 sold out in record time. The Yeezy Season I was a complete success too, and it showed again how well this collaboration worked. Now these previous, positive experiences are being turned into a long-term relationship which will produce Yeezy shoes, garments, and accessories for all genders. As a result, both partners won’t be restricting themselves to streetwear alone, and instead expanding the repertoire: sportswear is also meant to be included. Although it isn’t totally new, this long-term connection represents an unprecedented collaboration between a sports brand and a non-athlete.
First and foremost, the collaboration will include the development of stores that will only stock products by Kanye West x adidas – so basically Yeezy stores. 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.”
If the concept works and the record sales of the Yeezy Boost™ can be topped, that’s yet to be seen.