Kanye West’s “YEEZY” adidas sneakers are already one of the most popular shoe lines being sold right now. Now, they’re going to get even better.
On Wednesday, West and adidas announced a new partnership and called it “adidas + Kanye West.”
— adidas (@adidas) June 29, 2016
The deal will bring the Yeezy brand into new arenas it hasn’t been in before. That means Yeezys will now expand past footwear and into apparel and accessories for all genders and in sports and lifestyle wear.
One of the biggest additions to the line: Yeezy retail stores.
“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,” an adidas executive said.
Kanye was previously associated with Nike and stated his desire to take his brand into the performance and sport sphere, but that opportunity never arose. Now with adidas, West’s dream is becoming a reality.
The collaboration will focus on expanding the brand globally while also keeping its success high in the United States. Adidas hopes this will come true with the opening of retail stores that are designed to be “distinct hubs for adidas and West developed YEEZY product,” according to adidas.
“These past two years adidas and YEEZY have given a glimpse into our future,” West said in the adidas press release. “This partnership illustrates that anyone with a dream can dream without limitations.”
“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,” Eric Liedtke, adidas CMO, said.
No money or yearly terms were announced, but the contract was described simply as “long-term.”