It’s official, the YEEZY madness isn’t gonna end any time soon. In fact, with this new partnership between adidas and Kanye, it’s only gonna increase.
Dubbed “adidas + KANYE WEST”, the new partnership is longterm and will see the YEEZY brand expand out of lifestyle and into sports products with adidas. The official description is below.
“… a YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport.”
adidas + KANYE WEST will get its own dedicated team in the adidas HQ, Portland, USA, to lead the “development and creation of all YEEZY products”, including retail hubs… yep, YEEZY stores are on the horizon. The YEEZY madness has created a lot of buzz, and a very different buzz in comparison to Kanye’s initial ventures into fashion (this time it’s positive). It seems that in adidas, Kanye has found his partner to make his fashion dreams a reality, and in Kanye, adidas have found a partner to increase their market share and brand perception in America and Globally – they still have a long way to go to catch up Nike’s annual sales (adidas’ $15.4 billion vs. Nike’s $32.4 billion – source @NPDMattPowell), but they’re making serious traction and showing no sign of slowing down.
With pure performance products such as Ultra Boost making waves in the street sector, this partnership is an exciting one. Let’s see what the street sector can offer back to performance…