Sportswear giants, adidas, has inked
a new deal with rapper Kanye West for an undisclosed amount to expand his Yeezy
brand, which has the potential to turn the fashion designer into a billionaire.
The German sportswear company
announced the deal on Wednesday which is being described as the "most
significant partnership between a non-athlete and a sports brand," and
includes plans of opening Yeezy retail shops that will sell his coveted Yeezy
kicks, apparel and accessories.
Additionally, Kanye will also be responsible
for designing athletic wear for basketball and football players.
The newly created partnership will
afford West a specially created adidas team that will lead the development and
creation of all Yeezy products. Included in the deal is an expansion plan for
official Yeezy retail stores that will carry all Yeezy lifestyle products, in
addition to their newly introduced performance-based designs.
“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,” said
Eric Liedtke, adidas’ Chief Marketing Officer, of the deal. “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.”
Kanye West said, “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.”
The new designs and products are
likely to hit the market in 2017.
Source: Linda Ikeji
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