This is better than a Mexican soap opera! Once upon a time, there was Nike and Kanye. They were happy together until one day, Kanye left Nike to be with Adidas. But Nike bounced back and found a new boi, Drake. But the dreadful day came where Drake was seen out with Adidas. Adidas sure is one hell of an attractive son of a biscuit. Should Nike Jordan Brand have known better to prevent this?
Drake Pulling the Kanye Move on Nike
Less than a week after the OVO Air Jordan 8s released in NBA All-Star Weekend, why would Drake be pulling the Kanye and leaving Nike to be with Adidas?
Drake partnered up with Nike Jordan Brand very shortly after Kanye West moved to Adidas in 2013. When he did, he expressed a lot of love saying like he felt at home.
Well looks like he may be moving out. According to Sole Collector, Drizzy is unhappy with his Jordan and could be joining Adidas to have more creative control.
Drake to Nike, “I only love my bed, Adidas, and my momma, I’m sorry.” – lyrics from God’s Plan (well, sorta)
Why Adidas, not Jordan Brand?
Since December 2013, Nike Jordan Brand and Drake collections have stayed on the safe side of the design spectrum. The statement-making colorways were never properly released. According to Highsnobiety’s A Complete History of Drake’s Footwear Collaborations, the shoes released were white or black colorways with bits of Drake’s OVO (October’s Very Own) branding.
Unlike with Kanye, Drake’s partnership with Nike didn’t look like it offered so much freedom in creative design. Maybe that’s just Drake’s style. But the thought of Drake getting his own signature shoe must be irresistible. It would be great for OVO as well.
Drake launched OVO in 2011, 2 years before the deal. As seen in his line with Jordan, he took OVO with him to Nike, but perhaps it was not enough. His aspirational creator mindset is definitely the main factor pulling him to sign with Adidas.
Nate Jones, an expert in the business of basketball, said on Twitter that, “Nike still takes the approach that they are an athletic brand and won’t break the bank for [endorsement] partners outside of that realm. Adidas believes they are a brand of “creators” and pay artists like they do athletes.”
He goes on to explain that, “Adidas is also letting these artists build signature categories of products (similar to signature athlete deals). They have Kanye with Yeezy, Pharrell with Human Race/Hu and now likely Drake having signature product on the brand.”
There is no confirmation of the switch up yet. Adidas is a brand that has provided more flexibility to hip-hop artists like Kanye, Pharrell Williams, and Pusha T. Through the German brand, more creative opportunities arose for them. Their name was able to stand out over the brand of the shoe itself.
With Nike, these artists will always just be a name on a shoe. But with Adidas, these artists can be the entire life of the design. From the silhouette to the colorway.
Nike is big on heavily endorsing athletes and will probably keep it that way. They’re way too true to sports culture and keeping a legacy alive. Adidas, on the other hand, most likely just follows the money. Who knows, maybe they will even reach out to Kendrick Lamar and Travis Scott? History just repeats itself.
Throwback to the time Drake photoshopped the Adidas logo off his shirt.