Snoop Dogg once played the cupid for Kanye West and Adidas. One of the most fashion successful collaborations came to an end a few months ago, but it had a long history. Not only fans, but fellow celebrities also recognized Ye’s success with a sports brand despite being a non-sport icon. While the company and the artist feel the after-effect even today, they made millions in profits for years.

Apparently, it all began with Snoop Dogg. When Adidas realized that fashion sells through public icons, they changed focus to singers. Now Snoop Dogg opened up about how the company ended with Ye and the important role he had to play in it.

Snoop Dogg tells the saga of Kanye West and Adidas and his part in it

All it takes is one choice for a collaboration to be successful. Other than making music, rappers often make their buck through business deals, be it advertisement, design, or investment. In a recent interview, legendary rapper Snoop Dogg revealed to The Pivot Podcast his role in Adidas’ most successful collaboration. He was apparently the first interest of the fashion giant, considering his gangsta-style designs. But eventually, they got Snoop Dogg to call Kanye West and before he knew it, he was ‘squeezed out’.

The ‘Still’ rapper would go to Adidas’ office to get his freebies. As per him, one day he was stopped saying, “You can’t come up here anymore”. Apparently, because Kanye West started working in the building on the Yeezy collaboration by then. So while Snoop Dogg played the Cupid between them, they left him out.

That one introduction by him helped Ye collaborate and become a billionaire and make a name for his Yeezy line globally.

Ye’s Yeezy line only grew from thereon

The Yeezy line launch had fans queuing up to buy the shoes whenever they were out. From black and beige clothing to the big Yeezy shoes, he would personally partake in design selections. For nearly a decade, the collaboration helped make millions and stay ahead of the competition. Considering his success, GAP and Balenciaga also signed a deal with him. Today, he has ended all the fashion deals but is launching the Yeezy 10 line on his own. Snoop Dogg signed up with other companies that appreciated his style and designs.

What do you think of Snoop Dogg’s story about Adidas? Share your thoughts in the comments.