Adidas says Kanye West collaboration has ‘elevated brand perception’
By Thomas Hobbs
West, who has collaborated with Adidas on the limited Yeezy Boost trainers, has “elevated the brand in the US and beyond”.
Adidas’ chief executive Herbert Hainer, speaking on an analyst call today (3 March), said: “The collaboration with Kanye has elevated our brand perception in the US and beyond. It has really set the stage for strong double digit growth for 2016.
“We want to keep on releasing the Yeezy trainers and to build on the momentum they’ve given us in the US market. The shoe is making Adidas stand for something unique.”
The sports brand narrowly beat analyst expectations in its fourth Read full story ›
Source: Marketing Week
