You’ve heard the news already. Kanye West and Adidas have got the Internet goin’ nuts (word to Paul Wall) with yesterday’s announcement of an extended, long-term partnership. Kanye will be receiving the opportunity he’s always dreamed of (and ranted about), as Adidas will assist in the creation of full lines of sneakers, apparel, accessories, and other gear (he’ll even have input on performance designs, which is unheard of for a non-athlete)…and if all that’s not enough, Adidas is even giving him his own specialty retail stores to sell the gear.
This is big. Very big. Kanye has always publicly stated that he wants the world to embrace his designs, thoughts, and creativity (and that he wants to use these skills to help everyone), and this is the biggest and best platform he’s had yet to do just that. When it comes to footwear, his is the most desired by far in today’s sneaker game…and now he’ll have the chance to broaden his scope of influence even further. He’s now truly at the forefront of one of the most powerful and recognizable brands in the world, and everyone will have to see his vision now.
Adidas is taking a big chance with this broad of a deal (making someone the leading force behind your multi-billion dollar business is a very big step to take), but with the insane hype around the Yeezy Boost releases, can you blame them? They might just have their next Stan Smith on their hands, the guy who can preach the gospel of the Three Stripes all over the world, while crossing any and all barriers established by society.
Yes, this is high praise, but this is Kanye West we’re talking about after all, the greatest artist of this generation (yeah, we said it). Everything he does becomes global news, and whether you like him or not, you’ve got to pay attention when he speaks or acts, as the chances he’ll do something memorable and epic are extremely high.
Only time will tell what will come out of this extension of the Adidas + Kanye West partnership, but we’re excited. The hype over the Yeezy Boosts and the clothes was just the beginning. Yeezy season is really, truly approaching now…and we can’t wait to see what it holds.
What do you think of the extension of the Kanye West + Adidas partnership? Do you think it’s genius, or is Adidas taking too big of a gamble entrusting Kanye with this much power? Let us know in the comments or on Twitter, check our Facebook page for daily updates, and, as always, be sure to follow us on Instagram for all the fire sneaker pictures you can handle.