Kanye West and Adidas announce massive new partnership

Kanye West and Adidas announced they are turning their Yeezy collaboration into a full-fledged partnership The deal, which Adidas calls “the most significant partnership ever between a non-athlete and an athletic brand,” will produce a new business unit inside of Adidas similarly to how Nike handles the Michael Jordan brand The duo will create new lines of shoes, clothes and accessories for street and sport wear They will also be opening dedicated retail stores to serve as “distinct hubs for Adidas and Kanye’s products."