Pharrell Joins Kanye On The Same Team, Makes Adidas A Sneaker Superpower

2013 was the year that our homie Pharrell officially separated himself everyone else in the game. Don’t get us wrong, Skateboard P has always been on another plane as a creative, with his well noted involvement in Billionaire Boys Club, Bape, i am OTHER and more, but 2013 was the year that it came all came together synergistically.

Aside from making killer music, Pharrell was able to blend art and commerce (through brand partnerships and other endeavors) in a way that most mainstream artists can’t do. For example, Jay Z tried with Samsung, but the authenticity of that partnership is questioned more often than not. On the other hand, Pharrell has an effortless way of making it look genuine and heartfelt, while simultaneously not compromising the brand vision, and that is rare.

Continuing his life long winning streak, Pharrell announces that he has partnered with Adidas to launch a line of sneaker and apparel, including his Bionic Yarn label which turns plastic into useable thread. Not sure how that works, but it just sounds dope. Though there aren’t too many details on the deal yet, it seems like we should expect something from this collab in the upcoming year.

This marks a huge moment in the game because it now makes two notable major cultural icons who have signed with Adidas, the other being Yeezy. If anything, 2014 is going to be a big year for art and fashion and it’s great to see hip hop being in the forefront of that. Keep going, P!



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