We are placing an order for a large slice of humble pie to be dispatched to Kanye West – as his sister-in-law, Kylie Jenner, has entered into a new partnership with his athletic wear competitor Puma. Oops.
Copyright [London Entertainment/Splash News]
It was only last week that the rapper declared on Twitter: “1000% there will never be a Kylie Puma anything.”
And now… there’s a Kylie Puma EVERYTHING!
The 18-year old reality television star will be featured in the brand’s Spring/Summer women’s training campaign launching in April 2016.
Puma’s Global Director, Adam Petrick, confirmed the news to Just Jared, stating: “I am pleased and excited to be able to confirm that PUMA is indeed working with Kylie Jenner.”
Copyright [Jackson Lee / Splash News]
Before adding: “Kylie represents a fresh and exciting new era for fashion and we couldn’t think of a more fitting and influential female to headline this campaign for PUMA.” – We’re guessing that Kanye would have a different opinion on that.
In fact, the 38-year old revealed to TMZ that he had no idea that Kylie had already signed a deal with Puma instead of Adidas, who produces his Yeezy line of sneakers.
Kanye commented on the deceitful deal as he exited a terminal at LAX, explaining: “She had already signed and I was mad for a little bit… but I’m really happy for her though.”
We cannot confirm nor deny whether this statement was made through gritted teeth.
Copyright [Sharky / Splash News]
The rapper recently revealed on Twitter that he had invested $53 million into his projects, so the conversation swiftly shifted over to his own brand collaboration.
He told the gossip site: “I spent 53 million over the past 13 years chasing my dreams and I wanted to make sure all entrepreneurs that it’s possible to go under and still make it out.
“You know with my shoes I know I’m going to make it better but there’s times it was definitely hard, there was times it was a struggle, there were times it was frustrating because it felt like if you make the Yeezys maybe someone will come out and support you.
“It felt like if you are a dope artist then maybe someone will support you, but that didn’t happen. The only company that ever supported me was Adidas.”
He concluded his almighty airport sermon by crediting the German sportswear giant for his fashion show at Madison Square Garden and as one of the inspirations behind his new album The Life Of Pablo.
Despite his apparent contentment over the deal, we have a feeling that these two family members might be running in opposite directions – with different brands of trainers – for a little while.