Adidas’ New Partnership With Kanye West Highlights Growing Trend In Sportswear

LOS ANGELES, United States —  Adidas is solidifying its relationship with Kanye West in the biggest partnership ever created between an athletic brand and a non-athlete.

Announcing the launch of adidas + KANYE WEST, a YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport, Eric Liedtke, Adidas Group Executive Board Member said:

“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.”

Recognising the influence, success and global brand power that West has brought to the sportswear company following the launch of the rapper’s YEEZY BOOST footwear, adidas hopes the unprecedented new alliance will redefine its future, uniting adidas’ technical, innovative expertise and capabilities with the visionary imagination of the global superstar.

Following in the footsteps of rivals Puma and Nike, Adidas’ decision to leverage the influence of a celebrity rather than an athlete, highlights a growing trend within the sportswear market, which is becoming more and more aligned with everyday fashion.

Connecting with consumers who have little interest in athletics is now just as key as connecting with those who do, and celebrities are becoming an integral part of the equation.

Building on the success of celebrity partnerships such as Nike’s alliance with Kevin Hart and Puma’s collaboration with Rihanna, Adidas is taking the lucrative business strategy up a notch.

With plans to open retail stores that will serve as distinct hubs for adidas and West developed YEEZY product, adidas + KANYE WEST will extend well beyond its current lifestyle focus, with the introduction of performance-intended designs, offering options for both sport and of course, street.

“These past two years adidas and YEEZY have given a glimpse into our future,” Said West.

“And this partnership illustrates that anyone with a dream can dream without limitations,” he added.

West’s existing partnership with Adidas has already significantly elevated the perception of Adidas, Chief Executive Herbert Hainer said in a statement earlier this year.

And with a new game plan aimed at accelerating the company’s growth trajectory until 2020, by increasing brand desirability, the launch of Adidas + KANYE WEST will no doubt play an integral role.