The deal, which Adidas is calling “the most significant partnership ever created between a non-athlete and an athletic brand”, will result in the creation of a new business unit inside of Adidas – akin to how Nike handles the Michael Jordan brand.
The new unit will be responsible for working with Kanye to create new lines of shoes, clothes and accessories for both street and sport wear.This is a huge expansion beyond the duo’s current offerings, the Yeezy 350 and 750. These are sets of limited edition sneakers that retail for a few hundred dollars but still fetch upwards of $1,000 on the secondary market.
According to Kanye West: “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 Group Executive Board Member, said, “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.”
Interestingly, Adidas also said that as part of the new partnership they will be opening dedicated retail stores to serve as “distinct hubs for Adidas and Kanye’s products”. While it’s too early to see exactly what these stores will look like, the fact that the partnership will result in new stores might mean that the product line will be expansive enough to support a dedicated store.
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