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Kanye West x Adidas
Kanye West has announced his partnership with Adidas, confirming rumours the rapper ended his long-running deal with arch rivals Nike. The news came during an interview on American radio station Hot 97 late last month. West will be hoping to repeat the success of his Nike ‘Air Yeezy’ lines. The collection, which debuted in 2009, saw the £250 sneakers resell for up to £5,000 as a result of demand for the limited edition styles. Shortly after the Gold Digger singer made the announcement, Adidas commented their new man has the ability to: “Cross the boundaries of music and fashion like no other,” while Nike revealed Drake as the brand’s replacement. West has long since removed himself from being viewed as a musician, suggesting that 80 per cent of his time is now spent dedicated to endeavours outside of the industry. The wannabe designer confirmed his motivations for jumping ship, stating he was thinking about his daughter North’s financial future. West’s frustration came from Nike execs refuting entitlement to royalties on the basis he is not a professional athlete. Michael Jordan currently earns a reported $100m (approximately £61m) per year from his ‘Nike Air Jordan’ line. No release date has been set for the Kanye West x Adidas collection. However, it has been rumoured that he will be working alongside iconic Japanese designer Yohji Yamamoto and Y-3. Images of West’s now departed Nike collaboration, below, could give some indication of what to expect:
