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What Does A Bathing Ape Founder Nigo’s New Deal With adidas Originals Mean For The Company?

Submitted by on February 26, 2014 – 10:09 amOne Comment
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Earlier this week, we told you all about how NBA star Damian Lillard is reportedly thinking about leaving adidas at the end of the 2013-14 NBA season due to a clause in his sneaker endorsement contract that would allow him to opt out of it. And we told you how devastating that would be for adidas, who struck gold when they signed him back in 2012. But the truth is that even if Lillard does sign elsewhere, the adidas brand as a whole has a lot of other things going for it right now. They signed Kanye West recently. There have been rumors about them possibly signing Pharrell to a deal. And yesterday, they announced that they are teaming up with none other than Nigo, the former creative director and founder of A Bathing Ape.

“#adidasOriginals is pleased to announce a long-term partnership with streetwear pioneer, @nigoldeneye,” @adidasoriginals wrote on Twitter. “Launch: FW14.”

Unfortunately, that was all the info that adidas Originals provided about the deal. They didn’t say whether Nigo will be designing sneakers for the brand or creating clothing for the brand or doing a little bit of both. But regardless, adidas inking Nigo to a deal is a big deal because of what Nigo has been able to do in the past. He built a brand from scratch and turned it into one of the most popular streetwear brands in the world. So just imagine what he’ll be able to do with all of the resources over at adidas. Now that we think about it, adidas is taking an L if they don’t let Nigo get his hands on sneakers, clothing, and whatever else he can get his hands on over there. They need to get him as involved as possible and make the most of their long-term partnership.

What do you think adidas Originals needs to do here? Should they let Nigo design sneakers or make him stick to clothing? And are you excited to see what Nigo is able to come up with now that he’s running with adidas? We’ll be sure to keep you updated when adidas Originals and Nigo release more info about their collaboration. Stay tuned.

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