On June 29th in Los Angeles, adidas announced a long-term partnership with creative pioneer Kanye West, marking the launch of adidas + Kanye West, a new entity for the YEEZY brand that will encompass footwear, apparel, and accessories across all genres, from streetwear to sports.

Approximately two years ago, adidas Originals' Yeezy brand demonstrated significant influence and success, building a globally dominant brand presence. This marks an unprecedented partnership between a sports brand and a non-athlete. adidas' technical and innovative knowledge and capabilities, combined with Kanye West's visionary imagination, will redefine the future.

A dedicated adidas team will now work with Kanye West to lead the development and imagination of Yeezy products. The adidas and Kanye West-developed Yeezy products will be managed and overseen by the team from the adidas Portland headquarters to ensure continued success around the world, while also expanding into retail stores.

Furthermore, the brand will expand beyond its current lifestyle focus by introducing performance-oriented designs to expand options for both sport and street wear.

Kanye West said, "Over the past two years, adidas and Yeezy have given us a glimpse of our new future. This partnership shows that anyone with a dream can dream limitlessly."

In response, Eric Rickey, a senior executive at Adidas Group, said, "Kanye is a true creator with the ability to see things from a perspective that others don't have. We are very pleased and proud to have made this partnership a reality, and look forward to building an even new future together with him. With Adidas + Kanye West, we will spread Kanye's creativity to the world of sports and explore new territory. In other words, we will utilize creators to realize the 'Create the New' that Adidas is always focused on."