This is big. Kanye West could be about to change the style of sports after confirmation of a new “adidas + KANYE WEST” collaboration, announced by adidas’ CMO Eric Liedtke and the man himself. All aboard the Kanye train, next stop adidas Performance.
Announced today, adidas have confirmed they will partner with Kanye West on a new line of YEEZY branded performance wear. Building on the huge success of his collaborative projects with adidas Originals, Kanye will add his own style to three-stripped performance pieces across all sports categories. With sports design moving ever more into the realms of lifestyle and fashion, the move has the potential to be another game-changer for adidas. Whatever it brings, expect it to be sold out in 30 seconds.
Speaking on the announcment, adidas’ CMO Eric Liedtke said: “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.”
Expect 2017 to be the year in which Kanye West makes his mark in sports performance.
