On Wednesday Adidas announced their newest collaboration with Rapper/Designer, Kanye West. The new partnership plans to eventually open stores solely dedicated to selling Yeezy-branded footwear, apparel and accessories for both men and women.
Adidas currently holds the number 2 spot in the trainer market in the USA. Kanye has recently had Yeezy models of footwear named Shoe of The Year by Footwear News. The new alliance with one of the most influential figures in fashion and entertainment really could make Adidas correct in stating that this is “The most significant partnership ever created between a non-athlete and an athletic brand”.
Eric Liedtke, Adidas CMO, added:
‘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’
Unfortunately for us the new line won’t be available for some time but at House of Coco we believe that this collaboration is going to be highly profitable for both Kanye and Adidas. Previous Yeezy x Adidas collaborations have arrived with popularity and even sold out, so we expect nothing less.