OVO Sound boss Drake should have Nike and Jordan Brand shook right about now. The 6 God has added more hype to speculation about him gearing up for a major departure from the iconic companies.
This week, Drizzy couldn’t help but get spotted donning a pair of Adidas star Kanye West‘s Yeezy Season 4 kicks which only fueled rumors even more.
While details of the potential deal remain unclear, Drake was spotted tonight in a pair of YEEZY Season 4 boots while celebrating longtime friend and OVO assistant Mark Robinson’s birthday, further adding fuel to the speculation. Although YEEZY Season 4 doesn’t entirely belong to the adidas brand, this move could prove to be quite telling. (HYPEBEAST)
Media outlets suggest Drake’s public foot apparel decision could speak volumes about an Adidas partnership still brewing.
Of course, the YEEZY brand is not entirely affiliated with adidas, as only the first season and the co-branded footwear line is produced by the German sportswear giant. The subsequent seasons, as well as the boots Drake was wearing, were produced independently. Still, Kanye West works very closely with adidas and therefore his YEEZY brand – while not officially – still has a small affiliation to Nike and Jordan Brand’s biggest rival. (Highsnobiety)
Last week, reports surfaced about Drake possibly low-key putting together a huge sneaker power move.
Drake is in talks with Adidas for a new sneaker deal, sources tell Sole Collector. There, he would join the likes of other celeb hip-hop endorsers like Kanye West and Pharrell Williams, both of whom have enjoyed design freedom greater than that usually offered in these types of deals. Adidas has bet big on this strategy of creative partnerships, and helped to expand the notion of what can become of rapper collaborations in the process. (Sole Collector)
With high-profile entertainers like Houston Rockets’ James Harden and Kanye West already with Adidas, the sports apparel giant could grow that much stronger with Drizzy’s help.
This is key considering the ever-increasing level of influence that entertainers have in today’s landscape of marketing. However, it should be pointed out that Drake’s partnership with Jordan was more about creating energy around the brand and in the roughly half-decade duration of their partnership, there has been only a small handful of releases that were true collaborations with the Toronto-based rapper. (Sneaker News)