Adidas announced earlier today that rapper-designer Kanye West will be part of its roster for the long haul.
That’s good news for consumers, as the German company and West have steadily released one hot-seller after another — Yeezy Boost series, anyone? — that brought buzz to the athletic brand.
West and the sporting goods giant are expected to more regularly produce a collection of sneakers, apparel and gear under the Adidas + Kanye West name.
While the two sides touted the benefits of each other Wednesday morning, FN compiled a list of the five times West professed his loved for Adidas.
1. When Adidas Exec Jon Wexler Saved His Life
“Jon basically saved my life,” West said at the 2015 Footwear News Achievement Awards. “So I’m in my baby momma’s momma’s pool house, and I’m talking to Jon and I’m just like, ‘Yo, as a creator, it doesn’t matter how big your house is, how big your name is — your job is to create while you’re here, and if anyone is in the way of that, if anything gets in the way of that, you got to burn it to the f—ing ground.’ ”
He went on to recall, “So I said to Jon, ‘It’s important. You have to save my life. I’m not creating, and it’s affecting my music, it’s affecting our relationship, it’s affecting everything because I’m waking up in cold sweats every night. I want to f—ing draw shoes, and it doesn’t matter if someone thinks that I’m supposed to be doing something that’s more important.’ ”
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2. On Los Angeles Radio To Debut A New Song
“Look at the Yeezy 350s. That was a hit. People just felt it. I knew when that 350 dropped, it was like the second single,” West said, referring to his jump from working with Nike to Adidas. He later added: “When I left Nike for Adidas, I did that for my daughter. There was an opportunity to grow. Love, respect and admiration at Adidas.”
3. In Announcing The Deal Extension With Adidas
“These past two years Adidas and Yeezy have given a glimpse into our future. This partnership illustrates that anyone with a dream can dream without limitations.”
4. On Jan. 1, 2016, Taking Aim At Former Home Nike
“Nike, Nike treat employees just like slaves/Gave LeBron a billi’ not to run away,” he said in his new single, “Facts.” The song’s hook: “Yeezy, Yeezy, Yeezy just jumped over Jumpman,” alluded to his sneakers surpassing the Air Jordan line in popularity.
5. Debuts First Adidas Collab at 2015 Grammys
The artist debuted his Yeezy 750 Boost high-tops from Adidas the Grammy Awards in February 2015. The rapper returned to the Grammy stage after a six-year absence, performing his new single “Only One” and putting his new Yeezy kicks firmly on display. As part of the big unveiling, West’s wife, Kim Kardashian West, tweeted: “Yeezy put me in charge of the fam distribution #YeezyBoost #AdidasOriginals #ThisFirstRunIsAsizeTooBig #WifeLife #WifeGotThatWork.”
Watch West’s FN Shoe of The Year acceptance entire speech below, introduced to the stage by FN’s Michael Atmore and Jon Wexler, Arthur Hoeld and Rachel Muscat, all from Adidas.