Introducing Adidas + Kanye West, the Rise of the Yeezy Empire
Kanye West and Adidas collaborations have intrigued and piqued our curiosity since 2014. Many fans and sneaker heads have wondered how long the relationship would last. The popularization of Kanye Wests first sneaker the Yeezy 750’s made waves across the globe. The sneaker sold out almost immediately online and in stores nationwide. The initial deal inked back in 2014 was for 10 million, but this new partnership could completely transform the sneaker market as we know it. Numbers don’t lie and it has been rumored that Kanye West recently surpassed his airness, Michael Jordan. Move over Golden State Warriors and say hello to the real dream team, Adidas + Kanye West. The high-profile alliance presents intriguing dilemmas for other powerhouses such as Nike and Under Armour who have recently been spending millions on endorsement deals with various superstar athletes such as Stephen Curry and Kevin Durant. The Kanye West x Adidas coalition will not only produce new sneakers, but will also include new retail stores, various athletic apparel, and other clothing designs for his rising brand, Yeezy.
Executives from the Adidas brand are extremely excited and eager about the entertainer and the future course of the association. Eric Liedtke, adidas Group Executive Board Member, shared the following statement in an official press release, “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. 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.”
Fans proved that they’re willing to drive Â 30 hours to invest in a pair of his new YEEYZs. With unprecedented sales and a Footwear News award for 2015 Shoe of the Year, Kanye West is now one of the most influential people in the world of fashion. Not to mention the media frenzy created by West’s Yeezy Season 1, an unprecedented new type of fashion show experience doubling as a live performance.
Kanye West really is the Silver Surfer right now. Riding a wave of successes right now. Most recently the birth of his son, his platinum record entitled “I Feel Like Pablo,” and now his concrete partnership with Adidas that will further expand the YEEZY brand.