Is this The most significant partnership ever between non-athlete and athletic brand?

Kanye West and Adidas have just announced they planned to expand into a full-fledged partnership and will open brick-and-mortar stores dedicated to Adidas and YEEZY product.  Adidas is now treating Kanye much like Nike treat’s Micheal Jordan which is a huge step towards making YEEZY a full product line including clothing, shoes, and accessories.  The line will expand from it’s current lifestyle base and include performance based designs so consumers will have the option between street or sport.  Do you think this new deal will make YEEZY’s more accessible to the public? We will have to wait and see.