Peak brand partnership.

Kanye West has inked a long-term deal with Adidas to create a line of activewear and stores strictly dedicated to his Yeezy line.

Announcing the news in a press release earlier today (June 29), the company described Adidas + Kanye West as the “most significant ever between a non-athlete and an athletic brand,” with West delivering one of his typically inspirational soundbites: “This partnership illustrates that anyone with a dream can dream without limitations.”

West revealed his own fashion line, Yeezy Season 3, at a massive listening event at New York’s Madison Square Garden in February to coincide with his eighth album The Life of Pablo. 

The collaboration was announced on the heels of Kanye’s massive ‘Famous’ video premiere event, which took place in LA over the weekend. The video features waxworks of naked celebrities in bed together, including Taylor Swift, George W. Bush, Amber Rose, Rihanna, Chris Brown, Donald Trump and Lena Dunham.

The ‘Famous’ clip has not provoked a strong response from its subjects, but Taylor Swift’s pal Lena Dunham said it gave her a “sickening sense of dis-ease.” Chris Brown wasn’t too pleased either, and wanted to know why he was depicted with a plumbers’ butt, while George W. Bush confirmed that’s not his real body featured in the clip, just in case you were wondering.

You can watch it with a Tidal subscription below.



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