Adidas and Kanye West announced their partnership this morning, releasing a statement which read, “For 2014, we welcome to the adidas family one of the most influential cultural icons of this generation, Kanye West. Well known for breaking down boundaries across music, film, and design and partnering with our history in street wear culture and leading innovations in sport, we look forward to creating a new chapter. Details to follow.”

Yeezy has been making the rounds lately talking about fashion and his frustrations as a musician crossing over into other realms of creativity, namely fashion.

For a self described genius even Stevie Wonder can see that the Chicago rapper is not welcomed in this sphere of influence the way his contemporary Pharrell Williams is. Nonetheles, it will be interesting to see what the Yeezus creator does with Adidas after splitting with Nike. His announcement image is very African.