Adidas and Kanye West cemented their partnership in a historical deal with the launch of a new line, adidas + KANYE WEST, as announced on June 29.
The announcement describes the new deal as the “most significant partnership created between a non-athlete and an athletic brand.”
Eric Liedtke is excited to have West on board for the long run, praising the rapper for his innovation.
“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,” said Liedtke, adidas’s CMO, in a press release.
“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.”
The expansion into retail hubs for the brand will include gender-less athletic wear for street and sports.
West is equally as excited to continue his partnership with the sportswear company.
“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,” West said in a released statement.
This isn’t the first time West—who previously collaborated with Nike— has spoken highly of Adidas. In an interview with Big Boy’s Real 92.3 radio show in early June, the “Famous” rapper expressed gratitude to the company for granting him the opportunity to grow creatively.
“There was an opportunity to grow, there was love, respect and admiration at Adidas. There was an opportunity to make a better life for my daughter,” he said.
Adidas has already released two popular shoes by West: the Yeezy Boost 750 and the Yeezy Boost 350.
Yeezy Boost 350 is scheduled for release on July 11, but is already sold out after fans from select cities confirmed their pair with the Adidas Confirmed app earlier this month. Time reported the sneakers were sold-out in a matter of seconds.
