Kanye West And Addidas Partnership Just Got Bigger

Kanye West and Adidas just announced they are turning their Yeezy collaboration into a full-fledged partnership. The deal, which Adidas is calling “the most significant partnership ever created between a non-athlete and an athletic brand”, will result in the creation of a new business unit inside of Adidas – akin to how Nike handles the Michael Jordan brand.

The new unit will be responsible for working with Kanye to create new lines of shoes, clothes and accessories for both street and sport wear.This is a huge expansion beyond the duo’s current offerings, the Yeezy 350 and 750. These are sets of limited edition sneakers that retail for a few hundred dollars but still fetch upwards of $1,000 on the secondary market.

These high prices are driven by fan’s insatiable desire for the product, something that doesn’t mesh well with Adidas’ current policy of limited-edition Yeezy releases. A full product line of shoes, apparel and accessories could mean that some of this scarcity is coming to an end.