Adidas CMO Eric Liedtke and Kanye West at Milk Studios
Adidas + Kanye West launches
Today, Adidas announced the cementing of its long-term relationship with Kanye West in the launch of Adidas + Kanye West, a Yeezy branded entity creating footwear, apparel and accessories for all genders across street and sport.
Together with Kanye West, a dedicated Adidas team will lead the development and creation of all Yeezy products. Led from Adidas’ Portland headquarters the team will manage and oversee the collaboration to assure its continued success globally. The expansion plan includes retail stores that will serve as distinct hubs for Adidas and West developed Yeezy product. Further, Adidas + Kanye West will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.
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."
Today’s announcement follows on from previous Adidas and West collaborations such as the Yeezy Boost 750 set off a global consumer sensation, serving as the first product drop born of the collaboration between Adidas and West. Composed with Adidas Boost cushioning technology, the model combines the ultimate in comfort and performance with high-end style.
As a follow-up, West and Adidas launched the Yeezy Boost 350, which went on to become one of the most sought-after and fastest-selling footwear models in history. The low-top model unites a Boost cushioning sole and Adidas’ Primeknit material with West’s pioneering aesthetic. The resulting design led to a consumer frenzy, followed by unprecedented sales and, last December, a Footwear News award for 2015 Shoe of the Year.
