RADP / Pulse Nigeria > Lifestyle > Fashion

Sportswear brand announce biggest collaboration ever

diipo adeusi

June 30, 2016 1:02 PM

Kanye West has just made the deal of his career! Adidas just announced the launch of a new collaboration, titled, Adidas x Kanye West. It will have its own stores, apparel, and gym-ready athletic gear.

Initially, the two huge brands partnered in 2014, on what are probably the most buzzed about sneakers the company has ever seen, the Yeezy Boost 750 and 350 and then went on to partner on West’s first apparel collection, Yeezy Season one. However, when Adidas unveiled it would no longer be producing the apparel for Kanye's clothing line, it seemed as though the partnership had come to an end.

But, as of today, all the rumors and worries are being laid to rest, as Adidas not only has plans to extend its deal with West, they have made the rapper’s brand bigger than ever before.

According to Eric Liedtke, Adidas CMO, in a press release; “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."

This is a milestone that not only marks the next chapter in Adidas and West's partnership, it also signifies a new phase in collaborations between sportswear brands and non sport related celebrities.

For years, athletic labels weren’t thrilled about having any business dealings with non-athletes. However, these days, more sportswear brands are more open to working with all kinds of high profile celebrities.

diipo adeusi

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