While it’s been widely acknowledged that Adidas‘s partnership with Kanye West has been a big positive for the German athletic brand, there have been whispers that the initial contract was a short term one and until Adidas could lock down a longer commitment, the scope of what they could accomplish together had a ceiling. Welp, Adidas officially made it know that the roof just blew sky high with an announcement that it had cemented a long-term relationship with West, including a Yeezy-branded entity that will include footwear, apparel and accessories for men and women in both lifestyle and performance.
In a press released that describe the agreement as “the most significant partnership ever created between an athletic brand and a non-athlete,” Adidas in a press release said,
“Recognizing the influence, success and global brand power that began almost two years ago with Yeezy for Adidas Originals, the unprecedented new alliance makes history as the most significant partnership ever created between a non-athlete and an athletic brand. It will redefine the future, uniting Adidas’ technical, innovative expertise and capabilities with the visionary imagination of West.”
Together with Kanye West, a dedicated Adidas team will lead the development and creation of all Yeezy products. Led from Adidas’ Portland headquarters the team will manage and oversee the collaboration to assure its continued success globally. The expansion plan includes retail stores that will serve as distinct hubs for Adidas and West developed Yeezy product. Further, Adidas + Kanye West will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.”
In other words, Adidas is pumped! Adidas global director of entertainment & influencer marketing, Jon Wexler, who West in the past has credited for saving his life by reaching out to him and bringing him into the fold after his falling out with Nike, was especially hyped and Tweeted the Adidas stock chart, which has been nothing but up this year.
Can we get much higher 📈📈📈 pic.twitter.com/dmfq4ZSgiD
— jon wexler (@wex1200) June 29, 2016
