Kanye West's Partnership with Adidas
The Announcement and Context
In November 2013,
Kanye West announced his partnership with Adidas on the Angie Martinez Show. This move followed his public criticisms of fashion industry leaders and came after disputes with Nike over his Air Yeezy sneaker line. The primary point of contention with Nike involved royalties—West wanted an arrangement similar to Michael Jordan's, but Nike reportedly viewed the situation differently since West is not an athlete.
Motivation and Future Vision
West explained his decision in personal terms, stating: "The new me, with a daughter, takes the Adidas deal because I have royalties and I have to provide for my family." While specific details about the partnership's products weren't available at announcement time, West expressed ambitious goals, calling himself "the Tupac of product" and aiming to become "the first hip-hop designer" with aspirations to build a business "bigger than Walmart."
Industry Significance
The partnership with Adidas wasn't surprising given the company's history of designer collaborations with figures like Yohji Yamamoto and Jeremy Scott. West's transition occurred while his unreleased "Red October" Nike Air Yeezy IIs still awaited an official release date, potentially increasing their demand. This move represented not just a business decision but West's continued push for creative control and recognition in the fashion industry beyond his musical success.*There may be errors on this page.
