After announcing in June a partnership extension and plans to release performance footwear, new details about the future of the collaboration between Kanye West and Adidas have surfaced.
Writing for Slam, Nick DePaula outlines Adidas’ plans to launch its first nonathlete signature performance product. In early 2017, Adidas Basketball will debut Yeezy performance footwear, and the plan is for NBA players to wear the sneakers on the court.
Previously, Houston Rockets star James Harden has hinted at a basketball collaboration with Kanye West, while New York Knicks guard Derrick Rose has also expressed desire to work with the hip-hop artist.
According to DePaula, Adidas plans to reverse the traditional “court to street” market crossover, where basketball sneakers influence streetwear styles and trends. Instead, street trends will have a bigger impact on Adidas’ approach to basketball design going forward.
Furthermore, there are plans to extend the Yeezy brand into the football, baseball and soccer categories, along with a new range of performance and lifestyle apparel that is expected to be more affordable than the Yeezy Season clothing.
“I think we’re all exploring different ways that we can maximize [the collaboration],” said Adidas VP of global entertainment and influencer marketing Jon Wexler. “Knowing that we want this partnership to last forever, we don’t want it to be one of those flashes in the pan.”