In an era of celebrity seeding and social media, it’s no surprise that sportswear brands have been reaching out to celebrities help widen their audience – and Adidas have now snagged some serious star power with their latest signing.
Kendall Jenner has announced that she’ll be joining the Adidas family, where she’ll be donning the three stripes alongside her brother-in-law Kanye West. West’s legacy with the brand has included some of the most hyped sneakers in recent years, including the Yeezy Boost 350 – and we’re sure that Jenner will be looking to make similar power moves.
Jenner announced the news on Instagram, where she donned a full tracksuit in a golf buggy. Powerful.
Her role isn’t clear exactly yet, although she has indicated she’ll be an ambassador for the brand – whether she designs her own range or product is yet to be seen, although we can expect some lengthy queues if this is the case. The news also arrives as younger sister Kylie amps up her involvement with rival brand Puma, which has included campaigns for their sneakers and apparel.
What will Kendall’s involvement do for Adidas’ branding – and how will their core audience react to the latest signing? We’ll have to wait and see.
