Adidas Expands Partnership with Kanye West For New Line Beyond Yeezys

Kanye West performs during the Power 106 Presents Powerhouse at Honda Center
Leon Bennett/WireImage

Kanye West performs during the Power 106 Presents Powerhouse at Honda Center on June 3, 2016 in Anaheim, Calif.

Kanye West is in it for the long haul with Adidas. The sportswear company announced Wednesday morning (June 29) that it would be expanding its partnership with the rapper-cum-designer to launch adidas + Kanye West, an athleisure line comprised of footwear, apparel and accessories.

The extended partnership arrives after West unveiled his Adidas sneaker, the Yeezy 750 Boost, last year. Only 9,000 pairs of the $350 gray suede sneaks were released in January, though the kicks could sell for thousands on eBay. 

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According to the Wall Street Journal, 'Ye hopes to get his sneakers on major league basketball and football players, even comparing his stage antics to athletic prowess. "I’m not just a musician singing in front of a mic, we are running, jumping, we’re getting hurt," West said. "We’re in the same arenas that the ballplayers play in." There could also be potential Adidas + Kanye West retail stores in the works, though the company says that is yet to be determined. 

"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," said Eric Liedtke, adidas CMO in a press release. "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." 

Watch Kanye West's Jokey 'Shoe of the Year' Award Acceptance Speech

West, who  landed the "Sneaker of the Year" award at the Footwear News Achievement Awards in December, also caused sneakerhead hysteria with the release of the Yeezy Boost 350 this year. His foray into fashion and design has also produced his own line, Yeezy Season 3, which he unveiled at a massive fashion show and listening event at New York's Madison Square Garden in February for his eighth studio effort The Life of Pablo.


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