words // Nick DePaula:
In today’s climate, the Kanye West and adidas partnership is perhaps the strongest collaborative endorsement deal across the entire industry, as the Yeezy Boost 350 and 750 models have helped to elevate the portfolio of Boost-equipped projects for the brand.
As it turns out, the two were close to working together over a decade ago, albeit on a much more simple co-branded sneaker. The brand’s former head of entertainment marketing Gary Aspden recounts in the 2nd issue of Crepe City Magazine, available now on Crepe-City.co.uk, that the partnership actually dates all the way back to 2006, after Kanye expressed interest in a vulcanized edition of the Rod Laver.
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