Kanye West partnership with Adidas confirmed

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In a statement, the brand described West as “one of the most influential cultural icons of this generation”.

Adidas has confirmed their partnership with Kanye West.

In a statement, the brand described West as “one of the most influential cultural icons of this generation”.

Predicting that he would become “the Tupac of product”, Kanye had revealed that he was working with the sports brand during an interview with US radio station Hot 97, recently, so the news hasn’t come as a surprise to fans.

The full statement from Adidas reads:

“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.”

The move confirms that ties have been well and truly severed with Nike, who, Kanye has said, wouldn’t pay him royalties for his trainer range.

 

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