Kanye's hyped Nike sneakers dubbed the "Nike Air Yeezy" drew more attention than any sneaker that's been released since the retro Jordans. Despite the success of the collaborative partnership, when West sought a more lucrative deal, Nike turned him down because he wasn't an athlete (which sounds ridiculous, especially after the success of multiple rappers and artists in the fashion world recently).
Fast forward to 2014, and it was announced that West had finally reached a deal with Adidas. In early 2015, the fashion world erupted as pictures started to leak of the "Yeezy 750 boost". Soon after, the shoes were released to immediately be sold out, online and in-store. Since the inaugural release, the partnership has produced multiple 750 boost color ways, along with a shorter model, the "Yeezy 350 boost", also released in many color ways. All sold out immediately.
The largest change in the new brand is that it will see its very own retail stores. No more Yeezy boost sneakers being sold for a limited time at various Adidas stores, but rather retail spaces solely dedicated to adidas + Kanye West. The collaboration has mostly been focused on lifestyle apparel and footwear to this point. Another gem coming from the announcement today was that West will transfer his talents to the sportswear world, as this new line will carry sports and lifestyle clothing and footwear, along with accessories.
Adidas CMO Eric Liedtke had this to say about the transition, "Kanye is a true creator who has the ability to see things others don't... With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye's creativity."
Kanye himself added "This partnership illustrates that anyone with a dream can dream without limitations."
West had been advocating for his designs to reach a larger audience at more affordable prices, referencing GAP and H&M as his inspirations. Opening up retail stores dedicated to his clothing will most certainly accomplish this to some degree, along with receiving a dedicated team to run the operation from the companies' headquarters in Portland.
As always, the hype surrounding Kanye is unreal. Expect teasers and leaks of Kanye's designs to make their way through the news cycle for this new collaboration, and even look for an adidas + Kanye West store to be located near you.