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Prepare to live in a world where Adidas and Yeezus are in the same bed together.
The most polarizing entertainer in the world is about to go corporate.
Wednesday brought news that rapper Kanye West was stepping out of the artistic world he’s been living in while crafting the Life of Pablo as well as his fashion career, to join forces with one of the biggest retailers in the world — Adidas.
According to both Yeezus and Addias, the partnership is ‘unprecedented’, and more importantly is happening.
While the first part of that is hardly true, as show deals with non-athletes who are famous isn’t uncharted waters, the second part is indeed unprecedented. Kanye has always been a brand all on his own, but he’s partnering up with Corporate America in what could constitute artistic suicide.
Kanye has really tried to carve himself out as an artist’s artist — someone who can re-create a painting using VHS tape and both awe the world with his work while simultaneously pissing it off.
We’re talking about a man who is about three steps left of seriously making a trash bag an expression of self through fashion. So to have him sign up Adidas is beyond interesting, as it seems to suggest he’s shilling rather than holding out as an artist.
Then again, this deal might be some form of art and we could just be missing out on what it means because we don’t get it yet.
