Kanye West Inks Deal With Adidas for Long-Term Partnership

June 29, 2016 1:52 PM

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Adidas has agreed a new long-term partnership with singer-turned-designer Kanye West, who the German sportswear company poached from arch rival Nike in 2013, helping to revive its business in the U.S. market.

The deal was described by Adidas on Wednesday as the most significant partnership between a non-athlete and a sports brand and said it will develop beyond its current lifestyle focus to introduce new sports performance designs. Adidas also plans new stores selling West's Yeezy branded products.

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