(AllHipHop News) Kanye West maybe into high fashion, through his associations with haute couture brands like Balmain and of course, Louis Vuitton.
But the rapper is taking the opposite approach to style with his upcoming partnership with Adidas.
According to Kanye, his goal is to make the coolest sneakers at the lowest price possible.
“I’m going to Adidas and I’m like Adidas, I know you’ve never made a shoe under $50 but we have to make a shoe that costs $30 and I’m gonna be the coolest shoe of all,” Kanye told BBC Radio 1's Annie Mac in a new interview. “To me, this thing I’m saying is the thing I’m most excited about of anything I’ve ever done.”
Before critics label Kanye crazy, it is important to look at Adidas's long term plans for expansion.
In October, Adidas teamed with German engineering group Manz to develop new automated production technology.
“An automated, decentralized and flexible manufacturing process… opens doors for us to be much closer to the market and to where our consumer is,” said Chief Executive Herbert Hainer.
According to Adidas, the ultimate goal is to get exclusive replicas of the sneakers Kanye West designs and wears at appearances or performances into the store the following morning.
It seems Kanye's goal is in line with Adidas’ objectives to be first to the market with new products.
The rapper said he wants to be able to take what he's learned “from the best designers and making collections with fashion people ripping me up alive and dissing me saying don’t quit your day job and all that, to be able to get to the point of being able to make something that everyone can touch and have that visibility.”
The interview with Annie Mac on BBC'1 Radio 1 is slated to air later tonight (August 1st).