adidas has just announced the cementing of its partnership with Kanye West with a new line, “adidas + KANYE WEST,” the most significant in the brand’s history to date.

Two years in and the game’s just been changed again. adidas + KANYE WEST

A photo posted by adidas (@adidas) on

The line will use Kanye’s pioneering creativity to launch a new range of YEEZY-branded footwear, apparel and accessories for all genders. The expansion will look beyond its current lifestyle focus to introduce performance-specific designs, offering up options that are suitable for both sport and street. adidas say it will redefine its future, uniting adidas’s technical, innovative expertise and capabilities with the visionary imagination of West.

Kanye himself said:

“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.”

Following the monumental success of a partnership that began almost two years ago with YEEZY for adidas Originals, the new alliance will almost certainly help keep the hype rolling for years to come.

adidas’s CMO Eric Liedtke said:

“Kanye is a true creator who has the ability to see things others don’t. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together. With adidas + 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.”

The first release from the new line is speculated to be sometime in early 2017.

In other ‘Ye mania news, here’s how Reddit is interpreting his NSFW “Famous” video.

Daniel is the editor of Highsnobiety Life. He grew up in north of England and is now based in Berlin.

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