Kanye is known for shaking up things with a rant or two and it wasn’t just music that was the main topic of discussion last year. It wasn’t just the fans that were anticipating the “Red Octobers”, the Kanye “Yeezy” collaboration with Nike, but Kanye was waiting in line himself. As revealed by the man himself, things weren’t so smooth sailing with Nike and Kanye felt that it was not a true partnership. While waiting for a release date on his Yeezy II’s red color-way, Kanye went on a radio promo tour in support of his latest album, Yeezus and the Yeezus Tour. Kanye expressed his disinterest in continuing working with Nike and finally announced his new partnership with Adidas.
Adidas may not have been the collaboration that everyone was expecting, but they definitely have something up their sleeves. Lately, the classic three stripes may have been slightly diluted from memory with the eccentric and controversial designs from fashion designer Jeremy Scott. Even more recently Roc Nation artist, Rita Ora, who is also known for her out of the ordinary style has announced that she will also be collaborating with Adidas on a line of her own. It seems as though that Adidas is really looking to shift the image of their brand. No one is better at doing this than Mr. West himself, and well…newly rumored Adidas collaborator Pharrell Williams.
With these recent announcements many fans have been wondering if Adidas is actually looking to over take Nike. Fans have drawn to many conclusions, but is Adidas really trying to take over the sneaker game? We don’t think so. Adidas seems to be trying to go after a completely different target audience. They want to be above the trend and they want to be apart of the uniform for that fashionisto/fashionista that isn’t in line for the latest Retro release. Adidas have already proved to be successful with some of their pop culture collabs. Teyana Taylor’s Harlem GLC became the brand’s fastest selling sneaker in Adidas history. Unfortunately Teyana Taylor wasn’t able to stick around for a round two of her super successful GLC due to a little cyber altercation with Rihanna.
The best way to survive in the music and fashion industry these days is to definitely have a lane of your own, and you have to own that. It’s great that Adidas is reaching out to fresh talent that are coming from all disciplines of pop culture. We’re really looking forward to what’s to come from all of these collaborations.