Kanye West and adidas announce huge expansion; plan new collections and retail stores

While the controversy over Kanye West’s recently released visuals for “Famous” continues to make headlines, the rapper, producer, designer, and media villain has dropped a major announcement with long-time collaborator adidas, pointing to a massive expansion with the footwear giant which includes new collections and co-branded stores.

Looking far beyond the wildly popular Yeezy branded sneaker collaborations with adidas Originals the new line – reportedly titled “adidas + KANYE WEST” – will include new footwear, apparel, and accessories for all genders, even heading into more performance-specific territory. With both sport and street wear on the cards, West will also be looking to design retail stores with adidas, all serving as distinctive hubs for the collaborations as they roll out.

“With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye’s creativity,” said Adidas CMO Eric Liedtke in a press release. “This is what adidas has always been about, empowering creators to create the new.”

Solidifying the incredibly successful union between the artist and the label, this expansion comes as welcome news and marks a big moment for both fashion entities, even pushing adidas to create the line’s own separate business unit which will see dedicated staff work on the collections out of the company’s U.S headquarters in Portland. It’s also one of the biggest sportswear collaborations with a non-athlete in history.

Specific details about what to expect from this extended partnership are scarce at the moment but it is being said that the first release will be sometime early 2017.

Source: highsnobiety.


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Chris Singh

Chris Singh is the Deputy-Editor-At-Large of the AU review, loves writing about travel and hospitality, and is partial to a perfectly textured octopus. You can reach him on Instagram: @chrisdsingh.

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