Adidas seems to recognize Pusha's cultural relevance, as TMZ is reporting Friday (Feb. 8) that the apparel giant has inked a new deal with King Push.
The report goes on to say that the partnership is a multi-year extension worth "millions of dollars." Push and Adidas began working together in 2012, coming together for various collaborations over the years. The G.O.O.D. Music president will further his work with the EQT series, where he's said to have more creative freedom with the model going forward.
Pusha T will also have more say when it comes to product development with his name on it, as well as content to go along with propeling his creations. It's safe to say that Adidas has become the official footwear of G.O.O.D. Music, with Kanye West already serving as a face for the Three Stripes brand via his own Yeezy line.
The DAYTONA rapper looks to parlay his recent success into bringing home his first Grammy Award on Sunday, as Pusha will compete in the loaded best rap album category.
Billboard has reached out to Pusha T's reps for confirmation.
