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Adidas & Kanye West partner on fashion line
Jul '16
Courtesy: Adidas
Courtesy: Adidas
Hip hop singer Kanye West has partnered Adidas to launch Adidas + Kanye West, a portfolio of Yeezy apparel, footwear and accessories for all genders across street and sport.

A dedicated Adidas team will lead the development and creation of all Yeezy products, while the expansion plan includes retail stores that will serve as distinct hubs for Adidas and West developed Yeezy products.

According to Adidas, the unprecedented new alliance makes history as the most significant partnership ever created between a non-athlete and an athletic brand.

Further, Adidas + Kanye West will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.

Speaking on the partnership, Kanye West said, "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."

"Kanye is a true creator who has the ability to see things others don't and we are excited and honoured to build on this partnership, and eagerly look forward to defining the future together," Eric Liedtke, Adidas Group executive board member said.

"With Adidas + Kanye West we are exploring new territories by opening up the sports world to Kanye's creativity and this is what Adidas has always been about, empowering creators to create the new," he added. (AR)

Fibre2fashion News Desk - India

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