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Adidas expand its partnership with Kanye West

By Relebogile Sethole

Adidas announced it is expanding its partnership with the rap artist, producer and entrepreneur, Kanye West on a new line of Yeezy branded shoes, clothes and accessories.

The Germany-based sportswear giant anounced on Wednesday 29 June 2016 that it has doubled on its business ties with Mr West. The merchandise will be under the newly launched ‘adidas + Kanye West’ label which is as an expansion of its existing Yeezy brand.

The line is the first with a non-athlete. The expanded relationship will include retail stores for new lines of YEEZY products “for both sport and street” that will sell for all genders. West has since have business deal with Adidas since 2014 after he ended his affiliation with Nike.

“This partnership illustrates that anyone with a dream can dream without limitations,” Mr West said.

yeezy-adidas-announcement-june-2016
Credit: sneakernews.com | Yeezy Adidas announcement.

Adidas said that West’s first fashion line presented in February 2015 as Yeezy Season 1 officially sealed its
collaborative partnership with the rapper. It has already released two popular Yeezy-branded shoes: the Yeezy Boost 750 and the Yeezy Boost 350.

Adidas is also expected to open special
retail stores centred around the Yeezy line.

Adidas sales rose 5% in North America last year, bringing in about $3 billion, while Nike sold about $15 billion in the region for the fiscal year ended May 31. The German company has ramped up spending on U.S. sports endorsements, but most of its success has been in sales of retro-casual shoes such as Stan Smith and Superstar sneakers.

 

edited by Bekithemba Ndebele)

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