Adidas is definitely on a roll, having recruited the 21-year-old superstar model as brand ambassador. The partnership is part of a recent spate of powerhouse celebrity collabs engineered by the German sportswear giant.
Gore Fabrics, the tech company best known for the Gore-Tex brand, has unveiled a new strategy designed to boost its fashion and lifestyle partnerships. The business hopes to attract the likes of Yeezy and Loewe.
With his wife Kim Kardashian West in the front row next to Vogue editor in chief Anna Wintour, Kanye West debuted the fifth season of his high-end athleisure wear collection for Adidas to the fashion world's elite.