SAN FRANCISCO (CBS / AP) — Kanye West is bringing his Yeezy brand to San Francisco-based Gap.
The rap superstar will design adult and kids’ clothing that will be sold at Gap’s stores next year. Yeezy is best known for pricey sneakers that sell out online quickly. But Yeezy footwear, made with sneaker company Adidas, won’t be sold at Gap stores.
Gap Inc., whose sales are dwindling, hopes the deal will keep it relevant with shoppers. For Yeezy, being in more than 1,100 stores worldwide could get the brand in front of more people.
On Friday, West tweeted a photo of what the collaboration might look like: bright colored hoodies, jackets and T-shirts. Shares of the retailer soared nearly 30%.
— ye (@kanyewest) June 26, 2020
West has a history with Gap. He worked at one of its stores in Chicago as a teenager. And he told Vanity Fair magazine back in 2015 that he wanted to be creative director of the brand.
“We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his YEEZY brand and together defining a next-level retail partnership,” Mark Breitbard, the Global Head of the Gap Brand said in a company statement.
As part of the deal announced Friday, Yeezy will receive royalties and possibly Gap stock if the line sells well.
© Copyright 2020 CBS Broadcasting Inc. All Rights Reserved. The Associated Press contributed to this report.