Adidas and Kanye West are making it official. On Wednesday, Adidas announced the launch of Adidas + Kanye West, a Yeezy branded entity of men’s and women’s footwear, apparel and accessories for streetwear and sport.
Together with West, a dedicated Adidas team based at the brand’s Portland, Ore. headquarters will lead the development and creation of all Yeezy product, with a new emphasis on adapting West’s vision for performance-intended products. As its own brand, Adidas + Kanye West will also expand to retail stores that will serve as hubs for Adidas + Kanye West developments.
In a statement, Adidas CMO Eric Liedtke 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.”
The creation of Adidas + Kanye West cements the musician’s relationship with the company, which began almost two years ago with Yeezy for Adidas Originals. West’s bravado appears to have rubbed off on Adidas. The company describes the collaboration as an “unprecedented new alliance” and says it “makes history as the most significant partnership ever created between a non-athlete and an athletic brand.”
“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 press release.