Adidas announced a long-term contraction extension with Kanye West earlier this Summer, which will grant him his own team of designers and project managers specifically dedicated to the Yeezy line. This means there will be more Yeezys across multiple platforms, including performance Yeezy basketball sneakers.
This is the first time that Adidas will be launching a non-athlete signature sneaker designed to be used on the court, or field.
“Kanye is a true creator who has the ability to see things others don’t,” says Eric Liedtke, the adidas CMO. “We are exploring new territories by opening up the sports world to Kanye’s creativity.”
And according to Nick DePaula, we should be seeing those sneakers release in early 2017 and they'll reportedly be worn on the court next season by the ever-growing stable of Adidas brand athletes. But the Yeezy line won't stop on the hardwood, Kanye will also be creating performance footwear for athletes in the NFL, MLB, and beyond in the coming years.
“The beauty of this partnership is that there really is no ceiling now,” says John Wexler, Adidas' VP of Global Entertainment & Influencer Marketing.
“I think we’re all exploring different ways that we can maximize it. Knowing that we want this partnership to last forever, we don’t want it to be one of those flashes in the pan.”
Additionally, DePaula writes that the Yeezy brand will be releasing new performance and lifestyle apparel which will be more reasonably priced that the stuff we expect to see at the Yeezy Season 4 unveiling in September.
[Via]
