Sportswear group Adidas (ETR:ADS) announced today that it had cemented its partnership with superstar rapper Kanye West.
Adidas sad the new alliance made history as the most significant partnership ever created between a non-athlete and an athletic brand, as it teams up to launch a new line of inspired sportswear.
Last year the clothing retailer introduced high-end apparel and sneakers designed in collaboration with Kanye, under the brand Yeezy.
Adidas is yet to provide exact sales figures for the clothing and footwear, but the Yeezy Boost 750 sneakers became one of the most sought-after and fastest-selling models in history. Pairs have been selling for thousands of dollars on the secondary market, originally retailed at US$350.
Adidas will open a number of Adidas and Kanye West retail stores to launch the product line, but the locations are yet to be determined, said the group.
“Kanye is a true creator who has the ability to see things others don't,” said Adidas executive Eric Liedtke.
“With Adidas and 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.”
Adidas sales rose 5% in North America last year, raking in around US$3bn, while Nike sold about $15bn in the region for the fiscal year ended May 2016.
Kanye West added: “These past two years, Adidas and Yeezy have given a glimpse into our future. This partnership illustrates that anyone with a dream can dream without limitations.”