Cyrus Langhorne
Grammy-winning rapper Kanye West is ready to cement his brand with adidas by reportedly preparing to sign a long-term deal with sportswear giant adidas this week.
According to reports, Yeezy will expand his merchandise with new gear and collections in the coming months.
On Wednesday morning, the brand went public with details of a long-term relationship with West that will include the creation of sneakers, apparel, gear, and retail stores for his Yeezy line. The new partnership between the two will form an entity called “adidas + KANYE WEST.” “These past two years adidas and Yeezy have given a glimpse into our future,” West said, via press release. “This partnership illustrates that anyone with a dream can dream without limitations.” (Complex)
Recently, rap star 2 Chainz credited adidas for landing him NBA Finals courtside seats.
Kanye’s Yeezy Boost sneakers are expected to appear in the upcoming NBA 2K17 video game.
“I’m really excited about NBA 2K17,” Singh said in an interview. “Finally, we get to play underwater basketball in an underwater arena. I think this is what people have wanted. You know the other thing weou get to do next year is finally, Yeezys, are coming to NBA 2K17.”
Recently, Adidas Global Director of Entertainment and Influencer Marketing Jon Weller talked about working with Kanye.
“Yeezy is Kanye. They’re synonymous. He’s very hands on in designing it, marketing it, communicating it, it’s been very dynamic to be a witness to the whole process and the participants – we definitely have conversations that are open and honest about our business and our capabilities. The Madison Square Garden show that we just did, I think it was really unorthodox – that idea was something he put on the table with us in November in 2014 when he went to Portland when he saw a sample of the shoe – we had the convo at that time. That would have been epic to do that in February 2015 with the 750 coming out. But with [NBA] All-Star [Weekend] being in New York, being Fashion Week – we put a pin in it and said, ‘Let’s work backwards from that date and do something really epic.’ It played out and worked really great. 20 million people watched it. It was quite a production.” (“The Breakfast Club”)
