In a recent turn of events, Kanye West and Adidas have announced a new direction for the YEEZY brand entity. From this point on, "Yeezy branded entity will be creating footwear, apparel, and accessories for all genders across street and sport." As far as the consumer is concerned, these past few YEEZY seasons were just the beginning. "In the past two years Adidas and Yeezy have given (us) a glimpse into our future."
Eric Liedtke, Adidas CMO was enthralled about Kanye's presence. "Kanye is a true creator who had 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. Adidas has always been about empowering to create the new." In a recent update, It has also been revealed that YEEZY will be receiving his own line of retail stores that will exclusively sell product that is developed by Adidas x YEEZY.
Adidas has backed Kanye West since his first fashion show back in 2015. The Season 2 line of Yeezy clothing, however, was not produced by Adidas, a change which they quickly ratified as soon as he mentioned a season three. It is clear by the resurgence of the Adidas brand, whether it be in their ever climbing stock or the amount of shell toed superstars on street style blogs, that their success is partly thanks to Kanye’s collaboration. He has proven to be a necessary stalwart for the brand, and not just “celebrity collection” similar to Rita Ora’s disaster line, or Pharrells’ multicolor Stan Smiths.
So, here we are, in the wake of this news, realizing that this may just be the beginning for Mr. West’s fashion future. Maybe he will, actually, become the designer of a house line in Paris. Maybe he will design for Hermes. That can’t be predicted now, but with all luck his next move will be just as grandiose, and just as polarizing as his Madison Square Garden unveiling. At the end of the day, that is what we all look to Kanye for, and I’d expect no less from him.