Yeezy—Kanye West’s collaborative line with Adidas—has become such a phenomenal success that it’s only a matter of time before the two parties cemented a more lasting relationship. Good news: They’ve done exactly just that.
Described as “transformative” and “history-making”, this new alliance has also been touted by Adidas as “the most significant partnership ever created between a non-athlete and an athletic brand”. “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,” explained West, who’s never once shied away from making his ambitions in fashion known. Yeezy Season 3, his February outing staged at New York’s Madison Square Garden, was a fashion show and listening party for his album The Life of Pablo all rolled into one. The collection saw a turn-out of post-apocalyptic, sports-inspired street wear that were either oversized or body-skimming.
West will work with a team dedicated to expanding Yeezy’s offerings such as apparel, accessories and footwear. Retail stores dedicated to Yeezy products are also in the pipeline. Will it be easier to get one’s hands on the Yeezy Boost 350 sneaker then? Only time will tell.
By Gerald Tan