Adidas has made it no secret that they want Kanye West back in the fold. The rapper, producer, and fashion designer has had a tumultuous relationship with the German sportswear giant. However, there are signs that both parties are interested in rekindling their collaboration.
After parting ways with Nike, Kanye West first joined forces with Adidas in 2013. His first collaboration with the brand, the Yeezy Boost 750, was released in 2015 and sold out within minutes. Since then, West has released numerous Yeezy sneakers and apparel collections with Adidas, some of which have been wildly successful, while others have received mixed reviews.
Despite the success of some of their collaborations, West and Adidas have had their fair share of disagreements over the years. In 2018, West made headlines for his comments about slavery, which drew widespread criticism and backlash against the Yeezy brand. Adidas reportedly considered dropping West as a collaborator but ultimately decided to stick with him.
Fast forward to 2022, and it seems that Adidas is once again interested in working with West. The rapper recently filed a trademark for a new brand called "Donda," named after his late mother. The trademark application includes clothing, footwear, and accessories, and sources say that Adidas is interested in partnering with West on the new venture.
There are several reasons why Adidas might want to bring West back into the fold. For one thing, the Yeezy brand has been incredibly successful in generating hype and buzz. Despite some missteps, Yeezy sneakers and apparel continue to be highly sought after by consumers, particularly younger ones drawn to West's unique style and aesthetic.
In addition to the potential for financial gain, there is also the possibility that working with West could help Adidas reach a new audience. The rapper has a massive following on social media, and his influence extends beyond just the world of fashion and sneakers. By partnering with West on a new brand, Adidas could tap into its vast network of fans and followers and gain valuable exposure.
Of course, there are also risks involved in working with West. The rapper is renowned for being unpredictable, and his outspokenness has landed him in hot water numerous times. There is always the possibility that he could say or do something that could damage the Yeezy or Adidas brands.
Despite these risks, Adidas seems willing to retake a chance on West. The rapper has a proven track record for creating buzz and generating hype, and there is no denying that his influence and star power are still very much intact.
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