Move over Nike, sports brand Ye’s Donda is on the way

You would have to have experienced “Off The Grid” not to have realized that 2022 was going to be a year shaped by Ye (formerly Kanye West). The “Heaven and Hell” artist is currently making headlines for his paired dressing room with new girlfriend Julia Fox at Paris Fashion Week, where they attended the Schiaparelli double leather show. He also just announced that a donda 2.0 is on the way, which was confirmed to be down sooner than you might think by its record executive Steven Victor. Elsewhere, he and Demna Gvasalia revealed that a Yeezy x Balençiaga x Gap capsule collection will go on sale this summer, while there’s also a rumored Yeezy x Air Jordan release, which Ye teased himself. on his Instagram, along the way. In short: world domination.

And if Ye wasn’t busy enough, it was revealed that he was also working on his own sports brand. This decision was originally revealed by American football player Antonio Brown in an interview with Complex this week, in which he said, “We’re just excited about the Donda sports brand, and to make this thing a competitive sports brand for athletes. I don’t think there are many fashion lines for athletes wearing fashionable and comfortable clothes.”

While nothing has yet been said by Ye or Brown about what the next athletic brand will look like, it would be fair to assume it will bring the utilitarian aesthetic we saw with the Yeezy seasonal apparel line from the rapper and the Yeezy x Gap line. on courts and fields around the world.

Indeed, it’s something you’ve seen done before. In collaboration with Balençiaga, he created dusty neutral-hued jerseys for his prep school basketball team Donda Academy, which was launched by the artist in 2021. Meanwhile, last night he filed off-the-pitch merchandise (that you can actually buy), which looks a lot like its Yeezy x Gap line: boxy hoodies and faded tees.

With Ye having won Paris Fashion Week, could we see Donda sportswear at the Paris 2024 Olympics? Likely.


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