After speculation and rumors regarding an upcoming deal, adidas has announced the welcoming of Kanye West to its family.
“For 2014, we welcome to the adidas family one of the most influential cultural icons of this generation, Kanye West,” adidas said in a statement yesterday (December 3), as per MTV. “Well known for breaking boundaries across music, film and design and partnering with our history in street wear culture and leading innovations in sport, we look forward to creating a new chapter. Details to follow.”
West’s role within the adidas family is not yet known.
West worked with NIKE on the Air Yeezy prior to this. However, he has recently been critical of NIKE and its CEO, Mark Parker.
“They tried to make it as small as possible,” West said during a recent concert, as per MTV. “Mark Parker even talked shit, talking about, ‘We don’t even know why people like the Yeezys.”
During an interview with New York radio station Hot 97, West hinted towards work with adidas.
“I start turning up in the BBC interview and they say cool, we’re gonna give you a bigger sandbox to play in,” Kanye said. “The old me might have taken this Nike deal because I just love Nike so much. But the new me with a daughter takes the adidas deal because I have royalties and I have to provide for my daughter.”
West’s interview with Hot 97 can be viewed below.