Get ready: Kayne West’s next venture is retail stores
Adidas is doubling down on its relationship with Kanye West, the outspoken entertainer who doubles as a fashion designer.
The German sportswear giant and West are expanding their very successful Yeezy brand via a new partnership called adidas + Kanye West. The Yeezy-branded collection will consist of footwear, apparel and accessories for all genders that will work across street and sport.
The new venture, which will be led from adidas’ Portland headquarters, will include retail stores that will serve as “distinct hubs” for Yeezy product. It is the biggest partnership Adidas has ever launched with a non-athlete.
“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 Group executive board member, responsible for global brands.
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