The youngest member of the Kardashian-Jenner clan has been announced as the latest brand ambassador of sports apparel giant Adidas. The news regarding Jenner’s latest endorsement deal, comes two years after the 21-year-old signed with Adidas competitor Puma for an alleged seven-figure sum. The reality TV star and Kylie Cosmetics founder makes her Adidas debut as the face of the company’s Falcon sneaker.
As the campaign star of the Adidas Falcon women’s sneaker, Jenner is featured across a series of images and videos which photography style demonstrates strong references to the ‘90s. Alegra O’Hare, Adidas Vice President of global brand communications said in a statement to press, “Falcon is inspired by the Falcon Dorf, an iconic model from the ‘90s: its bold and unapologetic DNA is at the core of today’s Falcon and reflects the confident mindset of a new generation of female creative consumers.”
The 1997 release of the original Falcon Dorf Runner, coincides with the birth year of the Adidas ambassador known for her social media savvy. The updated version of the sneaker – this time around simply called ‘Falcon’ – shall be available in a grey, blue, pink, and black colorway. The Adidas Originals footwear classic with rubber midsole, will be retailed inside the brand’s brick-and-mortar stores and online, starting September 6.
Her latest move as an Adidas brand ambassador, has Kylie following in the footsteps of sister Kendall Jenner and brother-in-law Kanye West. The latter is a long-time collaborator of the company which finds its roots in Germany. West has been producing his Yeezy line of footwear and clothing in conjunction with Adidas as of 2015. That following year, the hip hop artist sent out a tweet in which he accused Puma of trying to divide his family, amidst rumors of his youngest sister-in-law allegedly signing with the Adidas competitor.
In its marketing surrounding the revived shoes, Adidas says, “Falcon is for those who do what they want regardless of what anyone thinks. It’s not for the faint-hearted, but for those who know that living unapologetically is the only way to live.” Regarding its decision to sign Kylie, the sportswear heavyweight mentioned, “As a life-long fan of the brand, Kylie embodies the bold spirit of Falcon and we are pleased to announce her as the face of the campaign.”