Modern Marketing

Adidas expands its deal with Kanye West as it reveals plans to launch co-branded stores with the rapper


By Rebecca Stewart | Trends Editor

June 29, 2016 | 3 min read

Adidas has inked a new long-term partnership deal with rapper Kanye West to expand upon the 'Yeezy' collection the pair have already collaborated on.

The sportswear giant, which poached West from arch rival Nike in 2013, will create a separate 'Adidas + Kanye West' line into its business unit. West's division will have a team of dedicated staff working on it at the firm's US head offices in Portland, Oregon.

The deal with the artist will encompass performance gear and a line of co-branded bricks and mortar retail stores.

kanye west adidas

Adidas has inked a new long-term partnership deal with West

While financial details of the contract weren't disclosed, for Adidas the announcement marks the most significant partnership created between a non-athlete and a sports brand ever.

The 'Gold Digger' star's designs have gone down a storm with fans, with his Yeezy Boost trainers selling out less than hour after they went on public sale in 2015. Kanye has helped the brand make gains in the US market where it has struggled in recent years.

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