We’ve seen it before, but maybe never quite like this. Once again pop music meets fashion, but this time the deal is so potentially lucrative it boggles the mind: Kayne West is partnering with Adidas for what could end up making the singer a billion dollars.
Kayne’s YEEZY retail shops will increase their selling of Adidas products, from shoes, to clothing to wardrobe accessories, with Kayne also looking at an immediate future of designing athletic wear for basketball and football. On the heels (if you will allow us the pun) of the phenomenal sales of the “Yeezy Adidas 750 Boost Sneaker,” this extension and addition to the Kayne/Adidas relationship has many predicting a cash flow never before seen between a musician and a fashion label.
As Kayne boasted to the Wall Street Journal (a publication as much known for reporting on news as money matters): “I’m not just a musician singing in front of a mic, we are running, jumping, we’re getting hurt.”
“We’re in the same arenas that the ballplayers play in,” Adidas CMO Eric Liedtke himself said about the deepening of the merger. “With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye’s creativity.
Kayne’s latest release The Life of Pablo saw a massive kick-off at New York’s Madison Square Garden last February, where Kayne’s street haute couture Yeezy Season 3 line was launched. (Though it wasn’t reported if Kayne managed too many of those potentially dangerous athletic stage moments he is claiming above). Two months before that, at the close of 2015, Kayne won Footwear News Achievement’s “Sneaker of the Year Award.”
With his high profile, much-photographed marriage to Kim Kardashian, selling 21 million albums and 66 million digital download and his Yeezy 750 Boost selling out in less than 2 hours (at a price of $350), Kayne might just make that billion dollar mark with this Adidas deal.