On Friday, Kanye West announced a new ten-year partnership with clothing retailer Gap. In doing so, the billionaire entertainer expands his business empire and prompts the once unfathomable question:

Could Kanye overtake Michael Jordan as the king of celebrity endorsements?

Its possible. The new arrangement between West and Gap creates a new fashion line called Yeezy Gap that will roll out to the international retailers stores and online outlets in the first half of 2021. The line of casual, ready-to wear clothing is expected to generate over one billion dollars in annual sales. If it does, it would have an immediate impact on the retail giant, which had reported global revenue of $4.6 billion last year. The arrangement would also substantially reward West, as his wholly-owned company, Yeezy, will reportedly receive both royalties and potential equity based on the new fashion lines sales.

In some ways, the announcement is a homecoming for West, who worked at Gap as a teenager before he became a superstar. He has repeatedly expressed interest in Gap, and once said in an interview with New York magazine that he would like to be the Steve Jobs of Gap serving as its creative designer and having the ability to make mass-appeal clothing. The newest deal brings him close to realizing that dream, as Yeezy will have creative control over the design of the new fashion line. The partnership will undoubtedly be a huge draw for the retailer that has struggled amidst a changing retail landscape and differences in purchasing habits since the start of the pandemic.

The new retail partnership adds to the billionaire entertainers already impressive foray into shoes and athletic apparel. Yeezys popular sneakers, which are produced and marketed in partnership with Adidas, are some of the most coveted shoes on the primary and secondary markets, with reportedly over $1.3 billion in sales last year. In fact, Wests Yeezy shoe sales helped push the entertainer to the Forbes list of billionaires.

BEVERLY HILLS, CALIFORNIA - FEBRUARY 09: Kanye West attends the 2020 Vanity Fair Oscar Party hosted ... [+] by Radhika Jones at Wallis Annenberg Center for the Performing Arts on February 09, 2020 in Beverly Hills, California. (Photo by Rich Fury/VF20/Getty Images for Vanity Fair)

But is it enough to top Jordan? The Jordan brand, and its partnership with Nike, is considered by many to be the gold standard of celebrity shoe and apparel partnerships. Jordan has reportedly earned over $1.3 billon from Nike since the partnership was first established in 1984, helping Jordan climb his way on to the Forbes billionaire list with a reported net worth of $2.1 billion. Nike has also immensely benefited from the Jordan partnership and now dominates the basketball sneaker market, with seventy seven percent of NBA players wearing Nike or Jordan shoes during the 2019-20 season, according toshoe database siteBaller Shoes DB. Additionally, the Jordan brand has established itself as a cultural touchstone, as evidenced by the recent ten-part Jordan documentary, The Last Dance on ESPN.

But Kanye West also has all the makings of a cultural icon, and his blend of fashion, music, artistry, and creative adventurism make him a ubiquitous element of American culture. Despite a history of sensationalism, this past spring West also demonstrated that he continues to learn and grow, as he stepped up his philanthropy amidst the recent racial justice protests, using his wealth to help address needs in his home community of Chicago and beyond.

By partnering with Gap, West has taken another step in his journey from a backpack rapper to a global fashion phenomenon. Will he catch up with his Airness, Michael Jordan, as he climbs the corporate partnership ladder? That remains to be seen. But one thing is certain the original Jumpman is going to need to jump a bit higher to stay ahead of an ascendant Yeezy.

Game on.

Originally posted here:

Yeezy vs. Jordan? How Kanye Wests Deal With Gap Changes The Game - Forbes