(photo cred: Complex.com)

Kanye West is living a real Life of Pablo story. He’s climbed the music charts as a songwriter, producer, and rapper, which has definitely helped him leave his mark in the history of Hip hop. Now he is gunning for the fashion world. Kanye is showing us that you do what you want when you got the creative juice.

He made headlines last week when he released the artistically driven visual for his song Famous (see Kanye West Goes Nude In New Artwork for 'Famous'), now he is making headlines again, but for a completely different reason.

Adidas has put an endorsement deal on his table. Kanye West and Adidas’ partnership started in 2014, now the sportswear company is seeking to expand the YEEZY Adidas line.

Adidas x KANYE WEST will actually become its own retail store selling apparel, accessories, and of course footwear. There will be stores stationed across the country. According to Inc.com, it is being said that this is the “biggest partnership between a sports brand and a non-athlete to date”. Kanye has already released the Yeezy Boost 750 and Yeezy Boost 350, which he designed himself. Kanye West is no stranger to taking things to the next level, and this Adidas deal is opening the doors for other non-athletes to start capitalizing off endorsement deals byway of sports brands as well.

Mr. West is pushing boundaries and reminding us what it means to truly be a creative who has tapped into the idea of unlimited potential. Maybe there has been a method to his “madness” after all?


written by Chandra Meadows for POP ATL