Kanye West expands partnership with Adidas

By Drum Digital
30 June 2016

Rapper Kanye West is expanding his relationship with bosses at Adidas by launching a new brand with the German sports retailer.

The Stronger star teamed up with designers at the company in 2014 and has since released apparel and the high-demand Yeezy Boost high end sneakers. The new partnership will now expand with new apparel lines, shoes, and accessories for men and women as part of the adidas + KANYE WEST brand.

Kanye and bosses at the company will also open retail stores dedicated to the rapper's Yeezy products.

"These past two years adidas and Yeezy have given a glimpse into our future," West says. "This partnership illustrates that anyone with a dream can dream without limitations."

In an interview about the new partnership, the 39-year-old expanded on his hopes for the collection, insisting he wants to see his products on famous athletes.

"I'm not just a musician singing in front of a mic, we are running, jumping, we're getting hurt," he says. "We're in the same arenas that the ballplayers play in."

The adidas + KANYE WEST collection will have a dedicated staff housed in the company's Portland, Oregon headquarters.

Kanye's designs have been a source of controversy, but the rapper insist his vision is supported by other fashion icons including designer Alexander Wang and Givenchy's menswear guru Riccardo Tisci.

"They support me one hundred per cent," he said last year (15). "They sent flowers, emails, and just love. They know I'm in that design office. They know I'm there giving an opinion. They know the concept of celebrity designer is so far out the window..." © Cover Media

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