Kanye West signs with adidas
Kanye West is leaving his partnership with Nike to team up with adidas.
The rapper told Hot 97’s Angie Martinez yesterday that the deal was inspired by his daughter, North West.
"The old me, without a daughter, would have taken the Nike deal because I just love Nikes so much," he said. "But the new me, with a daughter, takes the adidas deal because I have royalties and I have to provide for my family."
Adidas has since released an official statement welcoming the collaboration with the ‘Yeezus’ singer.
"For 2014, we welcome to the adidas family one of the most influential cultural icons of this generation, Kanye West. 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 previously designed two successful sneakers with Nike, the Air Yeezy and Air Yeezy II, however his decision to cut ties with the brand is said to be because Nike failed to offer decent royalties.
It seems adidas have been quick to pick up where Nike left off, reportedly closing a $10 million deal with the superstar.
Not one to shy away from a publicity op, the rapper insisted: “I'm gonna be the Tupac of product. I'm going to be the first hip-hop designer and because of that I'm going to be bigger than Walmart."
Kanye said he hopes to have adidas products out in 2014.
— Paige Ahearn