YEEZY

I was the creative lead in the partnership between Kanye West and adidas. In that partnership I focused on bringing both sides of the team with adidas and West brands together with a focus on open and transparent collaboration across all aspects of YEEZY. One of the corner-stones of the way in which we worked is that the whole team was all hands on all projects; if you are a creative you have a voice and a role to play in every project. This would be from concept sessions, working in the sample room through to Asia trips. Kanye pushed to bring a key strength out of each team member to push projects as far as possible. We worked to the simple principle of it’s only ready when it’s ready. That meant that the team needed to be clear of expectations and goals in order to work fluently across a high level of change. I like to think of YEEZY as a think tank of how to work differently to achieve great success. Below is a sampling of the projects that I was directly involved in my time working in YEEZY..