adidas and Kanye West make history with transformative new partnership
The announcement is the latest in a series of landmark achievements made by the German sports innovator and the globally influential artist. In February 2015, the presentation of YEEZY SEASON 1 rewrote the template of the modern fashion show, uniting style, music, celebrity, social media, and contemporary art to create a vibrant spectacle of creative expression. YEEZY SEASON 1 established West and adidas as powerful partners
At the same time the YEEZY BOOST 750 set off a global consumer sensation, serving as the first product drop born of the collaboration between adidas and West. Composed with adidas BOOST(TM) cushioning technology, the model combines the ultimate in comfort and performance with high-end style.
As a follow-up, West and adidas launched the YEEZY BOOST 350, which went on to become one of the most sought-after and fastest-selling footwear models in history. The low-top model unites a BOOST(TM) cushioning sole and adidas’ Primeknit material with West’s pioneering aesthetic. The resulting design led to a consumer frenzy, followed by unprecedented sales and, last December, a Footwear News award for 2015 Shoe of the Year.
Now, as long-term partners, West and adidas remain excited to reveal the next chapter of their collaboration.
The adidas Group is a global leader in the sporting goods industry, offering a broad portfolio of footwear, apparel and hardware for sport and lifestyle around the core brands adidas, Reebok, TaylorMade and CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group employs more than 55000 people across the globe and generated sales of EUR 17 billion in 2015. In Greater China, the Group employs more than 3000 people and generated sales of EUR 2.5 billion in 2015.