Adidas banks on Kanye West’s appeal
Adidas expands its business ties with rapper Kanye West through new line of footwear and accessories.
|||Berlin - Adidas doubled down on its business ties with rap star Kanye West on Wednesday, announcing a new line of footwear and accessories to be sold in dedicated shops.
Read also: Adidas seals record deal with German team
The Germany-based athletic wear giant said merchandise under the newly launched adidas + KANYE WEST label is an expansion of its existing YEEZY brand.
“With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye's creativity,” said Eric Liedtke, Adidas's chief managing officer, in a statement.
“This is what Adidas has always been about - empowering creators to create the new.”
The expanded relationship will include retail stores for new lines of YEEZY products “for both sport and street” that will sell apparel “for all genders”.
“Together with Kanye West, a dedicated Adidas team will lead the development and creation of all YEEZY products,” the athletics wear giant said.
Adidas and West have had a business deal since 2014, after he ended his affiliation with Nike.
The rapper has made many forays into the world of fashion, and in February unveiled his new album and latest fashion collection together in New York's Madison Square Garden.
“This partnership illustrates that anyone with a dream can dream without limitations,” West said in the statement.
AFP