Adidas has announced a new partnership with Kanye West in what the shoe and apparel brand is calling “the most significant partnership ever created between an athletic brand and a non-athlete.” The new deal is driven by the fact that everything West has touched at Adidas has turned to gold, as evidenced by the company’s 2015 sales growing by 10% and their Originals division (which houses Ye’s Yeezy brand) showing a 45% growth in the 4th quarter of last year.
In the announcement, Adidas Group Executive Board member Eric Liedtke highlighted the new frontiers the company is exploring with West:
“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.”
The new deal will see a dedicated team devoted to the development of Yeezy brand products and, in what is the biggest news of all, Adidas announced that they will be opening brick and mortar Yeezy branded store locations. For his part, Ye says the new deal shows, “that anyone with a dream can dream without limitations.”