Adidas expands partnership with Kanye West

Sportswear giant Adidas is “cementing” its long-term relationship with Kanye West by developing beyond its current lifestyle focus to introduce new sports performance designs, to offer both sport and street options.

In a press statement, the sportswear company said that the extension marks the “most significant partnership ever created between an athletic brand and a non-athlete,” and will include the launch of Adidas + Kanye West, a Yeezy branded entity creating footwear, apparel, and accessories for all genders across street and sport.

No specific details or products regarding the new collaboration have been announced or unveiled, the sportswear brand just said that it will redefine its future, uniting its technical, innovative expertise and capabilities with the visionary imagination of West.

As well as new line of performance gear, Adidas stated that the expansion plan, which will be led from Adidas' Portland headquarters to manage and oversee the collaboration to assure “its continued success globally,” will also include co-branded retail stores that will “serve as distinct hubs” for Adidas and West developed Yeezy products.

Commenting on the news, 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.”

Adidas set to open co-branded retail stores with Kanye West

Adidas chief marketing officer, Eric Liedtke, added: "Kanye is a true creator who has the ability to see things others don't. We are excited and honoured to build on this partnership, and eagerly look forward to defining the future together.

"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."

The German sportswear firm is trying to boost sales, particularly in the US, where it is lagging behind rival Nike, and it is hoping that by bringing the Grammy-winning rapper’s design to the mass market it can boost its popularity, reach, as well as sales.

Locations and opening dates of Adidas + Kanye West retail stores have yet to be determined, and the sportswear company decline to give financial details or specify how long the partnership between the two would run, stating only that they’ve “only just begun” and that this is the “next chapter”.

The partnership between Adidas and West began almost two years ago with Yeezy for Adidas Originals, this was then followed by with the rappers Yeezy Season 1 presentation during New York Fashion Week in February 2015, where they released the Yeezy Boost 750 as their first product collaboration, a style that composed Adidas Boost cushioning technology with West’s vision, which was snapped up by consumers.

Images: courtesy of Kanye West/Adidas