adidas and Kanye West set to expand partnership beyond Yeezys


We all know how successful the adidas and Kanye West partnership has been over the last few years. A pair of Yeezys are almost like gold dust. And now adidas have announced the expansion of that partnership.

Revealed as "adidas + KANYE WEST", the next chapter of the collaboration between the two will focus on street and sport wear for all genders, as well as new retail stores that will "serve as distinct hubs for adidas and West-developed YEEZY product".

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

Kanye with adidas board member  Eric Liedtke

Performance designs will become a key part of the extended partnership, something the adidas executive board seem exceedingly excited about.

"Kanye is a true creator who has the ability to see things others don't. We are excited and honoured to build on this partnership, and eagerly look forward to defining the future together," said the executive board's Eric Liedtke. "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."

Whether adidas is correct and this will "redefine the future" or not, we're definitely excited to see what Kanye comes up with next.