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Adidas and Kanye West is now permanent

The long-time collaborators have taken their partnership to the next level

By Verinia Khoo | Published: 30 Jun 2016

Kanye x Adidas
Photo: Adidas

Adidas and Kanye West are married. By married, we mean that they're expanding beyond the seasonal collaboration to start a new permanent label, adidas + KANYE WEST.

The label will feature "performance-intended designs" across both sportswear and streetwear, offering apparel, accessories and the requisite footwear.

"Kanye is a true creator who has the ability to see things others don't," said Eric Liedtke, adidas Group Executive Board Member (pictured above). "We are excited and honoured to build on this partnership, and eagerly look forward to defining the future together."

While you won't have to lose your minds as much as you did every time new (and elusive!) Yeezy Boosts were released, we suggest you still brace for long queues and quickly emptied shelves once adidas + KANYE WEST is born.

Related: Yeezy AW16
Related: North West flushed the original 'The Life of Pablo' down the toilet


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