Musician grows brand to include sport and streetwear lifestyle products.
Kanye West and Eric Liedtke, chief marketing officer, Adidas
The partnership builds on West’s previous collaboration with adidas Originals for footwear.
The Adidas + Kanye West collections will introduce performance designs and options for both sportswear and streetwear and could soon include retail stores that will serve as hubs for additional Yeezy products.
“Kanye is a true creator who has the ability to see things others don’t. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together,” says Eric Liedtke, chief marketing officer, Adidas. “With Adidas + Kanye West 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.”
In collaboration with West, a dedicated Adidas team will lead the development and creation of all Yeezy
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