Kanye is now getting all the creative control he dreamed of. Just announced, ‘Ye and Adidas now have a new partnership which is being touted as easily the most significant deal ever between a non athlete and an athletic brand.
Adidas + Kanye West will be a “YEEZY branded entity, creating footwear, apparel and accessories for all genders across street and sport.” The partnership may be one of the smartest deals Adidas has closed, seeing as how Kanye’s Yeezy Boosts releases are the company’s most sought-after product. It’s help push the once third place sneaker distributor to neck and neck competition with Nike.
Of the deal Kanye says:
“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.”
Eric Liedtke, Adidas CMO, added:
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. 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.