Kanye West’s partnership with Adidas is officially next level. This morning marks the launch of Adidas + KANYE WEST, a “YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport.”

Two years ago, Mr. West launched YEEZY for Adidas Original and despite mixed reviews, became a global success. This past February, West used his platform to debut YEEZY Season 3, along with his album The Life of Pablo. This pioneering, noteworthy alliance is the first of its kind between a non-athlete and an athletic brand. This partnership is intended to unite Adidas’s innovation with West’s creative vision, along with the opening of the first of its kind, Yeezy stores.

When their initial collaboration launched in February 2015, the Yeezy brand quickly became a fan-favorite, selling out in record numbers, ultimately changing the face of the footwear industry as we know it.

According to a press release, this long-term partnership “will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.”

Eric Liedtke, CMO for Adidas, also shared his sentiments: "Kanye is a true creator who has the ability to see things others don't. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together. With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye's creativity. This is what Adidas has always been about, empowering creators to create the new."

Moral of the story, get your coins ready!