Looks like #PushaT will be eating goodt! Today he announced his new partnership with #Adidas, inking a multiyear, multimillion dollar deal!
Pusha will continue to develop product, content, activations and more for the brand in the coming years.
His relationship with Adidas began in 2012 when he was heavily involved in the creative process of his popular #EQT footwear series, and other major global initiatives for the brand.
“The lifestyle brand gives Pusha-T creative freedom, which allows him to make each shoe synonymous with his music, incorporating the street experiences he raps about,” according to a release from FYI Brand Group. “Pusha-T’s relationship with adidas has evolved throughout the years, starting with a genuine love for the sports apparel and soccer jerseys to performances at adidas events and more.”
Pusha has also used the brand to give back to underserved communities.
In 2013, Pusha partnered with the brand and local organizations to donate more than 1,000 shoes to families in need. In 2015, Adidas launched their Sound Labs program, which helps further music education in schools and provide various outlets and opportunities.
Pusha-T oversaw part of the Sound Labs initiative which included the development and building of recording studios in the cities of Chicago and Los Angeles. A few years later, the program expanded beyond schools to give aspiring musicians a chance to use mobile studio facilities and work with established industry professionals.
Pusha-T was also one of 25 groundbreaking icons to star in the Adidas “Calling All Creators” campaign in 2017 alongside Pharrell Williams, Lionel Messi, James Harden, Karlie Kloss, and many more.
In addition to his success with Adidas, Pusha-T’s “Daytona” has been nominated for Best Rap Album at the 2019 Grammy Awards set to air this Sunday.
TSR STAFF: Christina C! @cdelafresh
