Kanye West is back in the news after signing a major partnership deal with Adidas. The sports giant announced on 29 June that it would be working with the hip hop star to launch a new range of Yeezy-branded footwear, apparel and accessories in what it defined as the "most significant partnership between a non-athlete and a sports brand".
The 39-year-old inked a new deal with the German sportswear company for an undisclosed sum to expand his Yeezy brand to include retail shops. Reuters reports that Adidas hopes the move will build on its higher profile in the US market.
The Famous hitmaker originally partnered with Adidas in 2014, after his working relationship with rival Nike turned sour following creative differences. Months later, the Yeezy Boost trainers, which use the company's "boost" running technology, were born.
"Kanye is a true creator who has the ability to see things others don't. We are excited and honoured to build on this partnership, and eagerly look forward to defining the future together." Adidas' CMO Eric Liedtke said. "With Adidas and Kanye West we are exploring new territories by opening up the sports world to Kanye's creativity. This is what Adidas has always been about, empowering creators to create the new."
West's previous collaboration with Adidas, which was reportedly worth $10m (£7.5m), become somewhat of a family affair with his sisters-in-law Kylie and Kendall Jenner strutting their stuff on the catwalk during his stripped-back New York Fashion Week show in February and again in September.
Since teaming up with Adidas, West has publicly criticized its biggest competitors. After the release of the first line of Yeezys, West claimed that Nike "suffocated" him and Adidas gave him "oxygen". When Kylie signed a seven-figure deal to be the new face of Puma, he voiced his distain in a series of posts on Twitter. Writing to his 18.5 milllion followers, West seethed: "1000% there will never be a Kylie Puma anything. That's on my family! 1000% Kylie is on Yeezy team!!! Puma we gone give you your measly million dollars back!!! Never try to divide the family!!!" Despite his thrash talking, she signed anyway.
"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," Kim Kardashian's husband said.
In 2014 Dr Dre became the first billionaire in hip hop following the acquisition of his Beats headphone company by tech giant Apple. With his new alliance there is a good chance that West could soon be following in his footsteps.