New Kanye West + Adidas Partnership Means Yeezy Stores & Basketball Shoes Are Coming Your Way

Carl Williott | June 29, 2016 9:27 am

Kanye West‘s three Yeezy Season fashion shows and the Yeezy Boost kicks have been hugely successful for adidas, and now the rapper’s partnership with the brand has expanded to an unprecedented level. Today, they’ve announced adidas + Kanye West, “a YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport.”

What this means is he’ll be offering more than just his pricey, limited Yeezy Season lines. There will be specific Yeezy retail stores (no more navigating hordes of hypebeasts at pop-up shops!) and the West imprint will start designing sports apparel in addition to lifestyle/street wear. (Imagine, the Kanye Touch The Sky IIIs.)

It’s being billed as “The most significant partnership ever created between an athletic brand and a non-athlete.” Kanye’s been scrapping and hustling to take over the fashion world, and this could be the turning point.