Move over Nike, Ye’s Donda sports brand is on the way
One would have to have lived “Off The Grid” not to have noticed that 2022 will be a year marked by Ye (formerly Kanye West). The Heaven and Hell artist is currently making headlines for his pair dressing with new girlfriend Julia Fox at Paris Fashion Week, where they attended the Schiaparelli show in double leather looks. He also just announced that a donda 2.0 is on the way, which has been confirmed by its record executive Steven Victor to drop sooner than you think. Elsewhere, he and Demna Gvasalia announced that a Yeezy x Balençiaga x Gap capsule collection will go on sale this summer, while there are also rumors of a Yeezy x Air Jordan release, which Yee himself teased on his Instagram. In short: world domination.
And if Ye hasn’t been busy enough, it turns out he’s also been working on his own sports brand. The move was originally revealed by American football player Antonio Brown in an interview with complex this week, in which he said, “We’re just really excited about the Donda sports brand and making this thing a competitive sports brand for the athletes. I don’t think there are many sportswear lines that are stylish and comfortable.”
While nothing has been said by Ye or Brown about what the upcoming athletics brand will look like, it would be fair to assume it will bring the utilitarian aesthetic we’ve seen with the rapper’s seasonal Yeezy apparel line and Yeezy x Gap line to Courts and playing fields around the world.
In fact, this is something we’ve already seen with Ye. In collaboration with Balençiaga, he has designed dusty jerseys in neutral tones for his Donda Academy Prep School basketball team, which the artist launched in 2021. which resembles much of his Yeezy x Gap line: boxy hoodies and washed-out tees.
After Ye wins Paris Fashion Week, could we see Donda sports gear at the Paris 2024 Olympics? Probably.
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