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George officially became the CEO of Yeezy in September 2018. During this time the annual sales for Adidas Yeezy grew from $15 million to $1.2 billion. In 2018, West enlisted the help of Matt George, co-owner of Stussy Canada, to become a strategic advisor for the brand. West claimed that Yeezy was selling out surprise 40,000-pair drops within minutes. In June 2016, West and Adidas announced an extension of the deal and the launch of a new Yeezy category. 'Yeezy Season 3' also saw notable amounts of success upon their releases. While the line's accompanying shoes were manufactured by Adidas, West opted to manufacture the clothes through other means and have them custom-dyed. He later revealed that he began planning the Yeezy Season 2 line the day Yeezy Season 1 launched, and had begun planning his next set of apparel, Yeezy Season 3, not long after the September 2015 showcase. The line was marked by light pink, tan, army green and olive tones, and featured pieces such as weatherproof boots, sweatpants, cargo jackets, and crew-neck sweatshirts. Several hundred people were in attendance at the showcase for the line, which critics noted was not particularly dissimilar from the Season 1 line. In September 2015, West held a fashion show for a new set of apparel in the Yeezy line, called Yeezy Season 2. While the fashion show started late, many deemed it as a success. Bomber jackets, sweatpants, and stylized military jackets were heavily featured in the Yeezy Season 1 collection. The line featured heavy inspiration from military designs, which West had stated was driven by 2011 England riots. 'Yeezy Season 1' was highly anticipated and celebrities such as Rihanna, Diddy, and West's then-wife Kim Kardashian were at the introductory fashion show. In February 2015, the Adidas and West collaboration officially debuted.

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Under the partnership with Adidas, West retains 100% ownership of his brand while having full creative control over the products released. Adidas agreed to give him royalties, and West described the CEO of Adidas as 'someone who allowed me to build something'.

This ultimately led West to reach out to Adidas for a deal. Although West described this break as 'heartbreaking', he claimed that Nike would not pay him royalties for his shoe designs, instead offering to donate some of the proceeds to a charity of West's choice. In 2013, after the release of the 'Red October' Air Yeezy 2s, Kanye West officially left Nike. Departure from Nike and deal with Adidas West designed a shoe for Adidas that year, but talks with the company fell through, and the line was never released. West proposed a clothing line called 'Pastelle', designed its logos, and discussed the possibility of designing a custom version of the Rod Laver Vintage shoe for Adidas. West began speaking with Adidas about a collaborative effort in 2006, when Gary Aspden met with him in a recording studio, alongside his manager. In 2004, it was rumored that Kanye West was releasing his first brand, Mascotte by K West, to be funded by Roc-A-Wear. History Proposed 'Pastelle' line and 2006 meeting Īmerican rapper Kanye West had collaborated with Nike before his partnership with Adidas. In October 2022, Adidas announced that it terminated its collaboration with West with immediate effect after the rapper made antisemitic remarks through various media outlets. Yeezy influenced and inspired a multitude of other fashion brands. In 2020 Forbes described Yeezy's rise as 'one of the great retail stories of the century'. The first shoe model ('Boost 750') was released in February 2015. It offered sneakers in limited edition colorways, as well as shirts, jackets, track pants, socks, slides, lingerie and slippers. Adidas Yeezy (or just Yeezy) was a fashion collaboration between American rapper, designer, and entrepreneur Kanye West and German sportswear company Adidas.

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