This past week, Adidas made another power move by adding model and reality television star Kendall Jenner to the Originals family. Like it or not, the Kardashian/Jenner family is an extremely influential group whose co-signs have generated major dollars for a wide variety of brands and products for more than a decade. Jenner, who has more than 100 million combined followers on social media, was named Models.com Readers' Choice Model of the Year for 2016. She's also pitched for brand's like Estee Lauder, Calvin Klein, Marc Jacobs and recently starred in a controversial Pepsi ad.
Just how much of an impact can Kendall make with Adidas? Our own Rich "Maze" Lopez and Brendan Dunne discussed the topic on the latest episode of Full Size Run. And while it may be blasphemy to some, the thought of Kendall potentially being a bigger signing for the brand than Kanye West was brought up.
"It honestly might be. Not from a product standpoint—that remains to be seen," said Lopez. "But from a sheer reach and influence standpoint, Kendall Jenner reaches hundreds of millions of people on her Instagram and on Twitter and on her shows. Her influence is undeniable. She has a huge following. To me, this is a massive and huge get for Adidas."
Dunne is a little more reluctant to make the comparison, holding out for a little more information on what we can expect from the new partnership.
"I want to know where they're going to take this. I'm assuming that there's not going to be a lot of product tied to her," said Dunne. "I do wish Adidas would have come through by now with a little bit more context around what they're planning to do, but I think they can get quite a lot of money's worth by just having her throw a photo of herself in Stan Smiths on her Instagram and things like that."
View the full episode, including discussions on Art Basel's Adidas lawsuit, Pride Month sneakers, the new Air Jordan Defining Moments Pack and much more above. Be sure to subscribe to Sole Collector on Youtube for future episodes and you can now listen to the show on the go by subscribing to Full Size Run on iTunes.
