There is absolutely no doubting the impact that Kanye West has had on adidas since signing with the brand, from sales to cultural influence. West had already proved his ability to design great sneakers with Nike and Louis Vuitton, so it would seem obvious that adidas' employees would immediately love his designs for them, but apparently that wasn't the case at first.
Adidas Creative Director Paul Gaudio told Tech Insider that West's adidas sneakers initially made people at the brand uncomfortable. "I think it made a lot of people, inside and outside the company, uncomfortable when they first saw it. When it started to come to life, it certainly made me uncomfortable, but that's a good thing. We need to be uncomfortable, we need to challenge ourselves, and [Kanye] helps us do that," said Gaudio. Adidas wasn't the first group of people that West has made uncomfortable, but its choice to step outside its comfort zone is definitely paying off now.
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