Adidas cemented its long-term relationship with Kanye West in the company’s biggest collaboration with a non-athlete to-date. The news of the extended relationship and upcoming launch of Adidas + Kanye West, a Yeezy branded entity of footwear, apparel and accessories for all genders across street and sport, was a clear message on where the three stripes will be investing their money for the coming years.
And consumers are not happy.
Only hours after sharing the news on Facebook, Adidas was met with a horde of responses from consumers rejecting the extended Kanye partnership, some saying;
“As long as Adidas is paying #kanyewest I am not giving Adidas a dime from my pocket.”
“Sticking with nike from now on..”
“Congrats on losing lots of customers today, including myself. I refuse to buy any Adidas related goods for me or my family.”
Although some responses to the Adidas/West announcement were positive, the top comments (categorized by Facebook as “most relevant”) were ones of banishment for the brand.
Still, Adidas will have to stick to its guns in the partnership, which for its two-year existence has drawn attention to the company, melding high-fashion into its design ethos.
The collaboration began with the Yeezy for Adidas Originals, while the new alliance with the athletic brand and non-athlete will “redefine the future, uniting Adidas’ technical, innovative expertise and capabilities with the visionary imagination of West,” the company expressed in a release.
Kanye and the Adidas team will also lead the development and creation of all Yeezy products (the big money maker). Led from Adidas’ Portland headquarters, the team will manage and oversee the collaboration to assure its continued success globally.
The collaborative expansion plan also includes retail stores that will serve as distinct hubs for Adidas and West developed Yeezy product.
And lastly, 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.
“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,” said West.
“Kanye is a true creator who has the ability to see things others don’t. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together,” commented Eric Liedtke, Adidas CMO. “With Adidas + Kanye West we are exploring new territories by opening up the sports world to Kanye’s creativity. This is what Adidas has always been about, empowering creators to create the new.”
Adidas said that this announcement is the latest in a series of landmark achievements made by the German sports innovator and the globally influential artist.
We’ll see how the new phase of the partnership rolls out, and whether more Adidas loyalists jump ship.
Photo courtesy Adidas
