Suggesting that the partnership would elevate the brand to new levels of cultural prominence, Adidas CEO Kasper Rørsted announced on Monday that American rapper Kanye West had agreed to become the new face of Yeezy. Adidas Yeezy is a collaboration between German sportswear brand, Adidas and American rapper Kanye West. Adidas and Mr West are currently in their 5th year of business.

“We just feel Mr. West represents the values of this brand perfectly,” said Rørsted, adding that the hip-hop mogul had impressed the entire management team with his deep and unflinching commitment to all things Yeezy. “Honestly, we don’t know why we didn’t do this sooner, because it seems like such a natural fit. From posters to shoes, Kanye has really proven himself to be the ideal brand ambassador for everything Yeezy has to offer. He even wrote us several lengthy letters expressing his enthusiasm for the company. We’ve also discussed the possibility of using some of Kanye’s music in our commercials.”

At press time, Rørsted thanked departing spokesperson J.K. Simmons for his years of dedication to team Yeezy. Kanye West originally designed a shoe for Adidas in 2006, but it was never released. The first brand to officially collaborate with Kanye West and have a shoe line was Nike. This collaboration lasted for five years and a total of three (was actually two silhouettes, Yeezy 1 and the Yeezy 2) sneaker styles were released. In 2013, after the release of the “Red Octobers” Kanye West left Nike.

Kanye West wanted Nike to grant him royalties, but they denied his request. Kanye West reached out to Adidas and they agreed to give him royalties. A year after the confirmation of the Adidas and Kanye West collaboration. In February 2015 the collaboration officially debuted. “Yeezy Season 1” had been highly anticipated and celebrities such as Rihanna, Diddy, and Kim Kardashian were at the showing. article republished from The Onion