Why are Nike sneakers everywhere in Kanye West’s ‘Donda’ album promo?



At this point, Kanye West seems determined to self-sabotage his relationship with Adidas. His very public flirtation with his rival Nike is becoming more and more common, like the first thing you see in an advertisement for his new album. Donda is a pair of Nike sneakers.

The one-minute trailer premiered during the NBA Finals and stars Sha’Carri Richardson, the American runner who left the Olympic team after testing positive for marijuana. As the new song “No Child Left Behind” plays, the spot opens with his Nike sneakers on the starting blocks. Until halfway through, when you see Beats headphones in his ears, you could easily believe that this is an advertisement for the Swoosh.

Richardson signed with Nike, and the company stuck with her throughout the marijuana controversy after she qualified for the Olympics. But you would still expect West, who would have won $ 191 million Adidas last year, to pay more attention to showcasing its business partner’s biggest competitor.

Here we go again – Earlier this month, West was spotted wearing Nike socks with his Adidas Yeezy Foam Runners at the Balenciaga Haute Couture show – seen as a no-no in cross-branding by many sneakerheads and made worse by his Adidas allegiances .

West didn’t hesitate to complain about the way Nike treated him when he decamped for Adidas, but his behavior over the past year has shown he still can’t get over his ex. In an interview with Nick Cannon last September, he said his Adidas contract should still allow him to wear Air Jordan.

“The Jordanians must be part of the repairs,” West said. “You can’t tell a black person not to wear a Jordan. It should be in any agreement. And also, you can wear your friend’s clothes.

As he mentioned, West’s two longtime friends Virgil Abloh and Ibn Jasper have frequently collaborated with Nike. So two have Matthew Williams, an early creative partner of Kanye West who then founded Alyx and became creative director of Givenchy.

Supporting pals is one thing, but how about not biting the hand that helped make you a billionaire? Adidas hasn’t commented on any of West’s flirtations with Nike yet, and perhaps he reluctantly agreed to Kanye going to Kanye.



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