While everyone is still talking about Kanye making naked wax models of celebrities, Adidas is doubling down on its partnership with the artist, clearly enjoying the sales success and pop cultural cache he’s brought to the brand since first teaming with Adidas Originals two years ago. The two announced the launch of adidas + KANYE WEST, a significant expansion of their collaboration beyond streetwear and into both retail and sports.
In a statement, the brand called it “the most significant partnership ever created between a non-athlete and an athletic brand.” A dedicated Adidas team will lead the development and creation of all Yeezy products with West. As part of the expanded agreement, West will expand his creative collaboration to performance gear—apparel and accessories—as well as sneakers. Much as Nike has done for Michael Jordan’s Jordan Brand, adidas will open standalone retail stores stocked only with his signature Yeezy collection.
The Yeezy Boost shoe, originally priced at $350, quickly sold out and turns up on eBay for more than $1,000. The shoe, which has been released in different colorways and variations, all selling out, was named FNAA Shoe of the Year for “unparalleled demand that crashed servers and drove resale value to astronomical heights.”
“These past two years, Adidas and Yeezy have given a glimpse into our future,” West stated in a press release. “This partnership illustrates that anyone with a dream can dream without limitations.”
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