Man alive, it is happening: Kanye West and Adidas have embarked on a relationship the label is calling “the most significant partnership ever created between an athletic brand and a non-athlete.”
Can you guys even handle it or what. (Probably! I mean, Kanye and Adidas go way back.)
So what does this even mean? According to Vogue, the pair (eh?) are creating “a Yeezy-branded entity creating footwear, apparel, and accessories for all genders across street and sport.” The in-house team will be developed under Kanye’s direction, and the new line will have a focus on performance-related designs.
Said Kanye: “These past two years Adidas and Yeezy have given a glimpse into our future. This partnership illustrates that anyone with a dream can dream without limitations.”
And I like that sentiment, thank you very much. Evidently, so does Eric Liedtke, group executive board member with Adidas. (Segway!)
“Kanye is a true creator who has the ability to see things others don’t,” he said. “We are excited and honoured to build on this partnership, and eagerly look forward to working together. With Adidas + Kanye, 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.”
Plus, lest we forget that Kanye is killing the design game: in December, he landed the Sneaker of the Year award at the Footwear News Achievement Awards in December, courtesy of the Yeezy Boost 350. And in the spirit of total world domination, West hopes to see his new line as a go-to for pro athletes.
“I’m not just a musician singing in front of a mic, we are running, jumping, we’re getting hurt,” he said. “We’re in the same arenas that ballplayers are playing in.”
While the extended partnership hasn’t issued a drop date for the new goods, we can all bask in the glow of knowing that what we’ve seen so far is just the tip of the iceberg. This is Kanye, after all.