Adidas expands Kanye West partnership with branded stores


Adidas Wednesday announced it is expanding its relationship with hip-hop star and fashion designer Kanye West with a co-branded effort dubbed “adidas + KANYE WEST” that the company calls “a Yeezy branded entity creating footwear, apparel and accessories for all genders across street and sport.” An Adidas spokeswoman speaking to Reuters declined to disclose the financial terms of the deal and how long it may last. 

Part of the deal includes new co-branded stores, a collaboration with the artist based at Adidas' Portland headquarters, and the introduction of more athletic, "performance-intended" designs. 

Adidas lured West away from a previous collaboration with Nike in 2013, helping him launch his Yeezy Season 1 fashion line and collaborating with West on his popular Yeezy Boost 750 shoe. 

This is an excerpt from this full article on RetailDive.com.