In light of a tweet that adidas sent just six hours ago, the public’s been informed that Kanye West and the aforementioned sportswear manufacturer are extending their partnership into broader means of production. At first limited to lifestyle products such as overpriced garments with holes in them and the Yeezy 750 and 350 boosts, now it’s purported that we can expect exclusive Yeezy stores and a slew of other products from his newly appointed design team.
Since their 31% jump in first-quarter sales, easily accredited to partnerships with Pharrell in regards to classic silhouettes and Kanye’s YEEZY creations, adidas has slid into third place behind Under Armour and the ever-reigning Nike. Since Nike wasn’t willing to give Kanye the creative freedom and royalties he desired and rightfully deserved, adidas scooped him up for a purported $10 million deal and fulfilled every stipulation that Nike would not.
Together, adidas and West aim to create apparel, accessories, and footwear for all genders (from male, to female, to whatever I am) and purposes. With the promise of YEEZY exclusive stores serving as hubs for Kanye-designed and licensed product, hopefully this means we’ll be able to get some dope, affordable, practical YEEZY shit for when we’re out and about. Apparently, we can expect sports-ready sneakers and garments that aren’t some overpriced hypebeast shit. Then again, we were wrong before; so maybe it’s best not to get your hopes up just yet.
No word yet on whether this re-negotiation is a lifetime deal or not, but many have labeled this as the most significant deal between a non-athlete and athletic brand. Since Kanye isn’t a sports phenom, it’s pretty extraordinary for something like this to be occurring. Starting as just another dude making beats, it’s pretty crazy to see Kanye out here winning Sneaker Of The Year awards and dominating modern sneaker culture. In West’s own words, “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”. With the massive success he’s been receiving via YEEZY products, it’s safe to say the masses agree.