From the ground up

By now most of you must have heard of Kanye West’s announcement concerning leaving Nike and entering a deal with German sportswear giant adidas. Apparently the artist took this decision, because adidas, unlike Nike, was offering him royalties on his collections with the brand. While West only got 10-20 cents of every dollar of the sales of the Nike Air Yeezy, which was on top of that a very limited sneaker release, his adidas deal is now worth $10 million, according to Page Six. Will this new partnership produce better product? We can only wait and see. But it certainly seems to be a more appropriate long-term deal for Mr. West.

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