Kanye West and German sportswear company Adidas have decided to strengthen and extend their lucrative partnership, which had witnessed a rise in the company’s overall annual sales by 10% in the previous year. This business, fashion and sport embedded agreement will release footwear, attire, and accessories for all genders from the gym to the basketball court.
The artist’s name is a constant factor in the media and this time is no different. Adidas stated that this alliance is the first in the history of such significance between an athletic brand and a non-athlete. The German company saw the artist’s vision and pinched him from Nike in 2013, encouraging more creative freedom than the multinational brand was willing to offer.
The fashion industry just got sportier
Adidas had been wanting to revive their sales in North America and with the help of the popularity that retro shoes such as Superstar, promoted by producer Pharrell Williams, along with its Yeezy designs have gained, the German company reported a 31 percent rise in first-quarter sales of its core brand in the American continent.
Sneaker-lovers became obsessed with the Yeezy Boost in collaboration with Adidas Originals sneakers whose lifespan on the market does not last longer than a split second before completely selling out, making business-savvy hustlers turn to eBay to sell the shoes at almost three times the original already triple digit price.
Mr. West plans to make the performance-orientated line the first choice for NBA and NFL players alike, eager to see the sneakers in their million dollars estimated feet. Although the previous alliance between the two fashion visionaries raked in a reported 10 million dollars, the exact time frame and forecasted profit this partnership will entail has not yet been divulged by any of the parties involved.
All that is known is that only the sky is the limit for this rapper who plans to take this opportunity further than any of us could expect. Kanye West plans to transform the line into entire retails stores, which will serve as standalone hubs where excited fans can grab themselves any of the products. As a matter of fact, the self-proclaimed world’s first “Hip-Hop designer” Yeezy even aspires to beat the world’s largest retailer Wal-Mart!
Since he first burst onto the scene as a success-determined rapper from Chicago, Mr. West has continually proven himself as not only a lyricist but also, and to many’s surprises, a fashionista. After the consciousness-provoking and controversial show he orchestrated at the previous New York Fashion week that had social media in a frenzy, the fashion world has been speculating on when the next wave of Yeezy attire will arrive. It appears they need not speculate further. Their questions have been answered.
Kanye West is mostly known for his music, criticized for his limitless ego, praised for his fashion sense and respected for his business mind and this partnership he formed with Adidas has indeed proven to be the pillar that will bolster his future endeavors.
Source: NBC News