May 19, 2018 | By Nicole McLennan
Sports and fitness giant adidas has become the latest brand to sign up a supermodel with news that Kendall Jenner will be fronting its adidas Originals line.
Jenner officially revealed via Instagram on Wednesday that she is signed to the brand with a ‘Boomerang’ video of herself at the adidas HQ. However, she hinted at the link last week with a picture of herself as a little girl in an adidas T-shirt.
The signing is Jenner’s first since the furore over the Pepsi campaign that backfired in April 2017.
Confirming the signing with a statement, adidas said: “A longtime fan of the brand, Kendall embodies the spirit of adidas Originals as a creative force shaping the world today by challenging the status quo in her very own way.”
Jenner, who has over 80m Instagram followers, also has major contracts with Estée Lauder and La Perla .
The brand is no stranger to supermodel signings, with Karlie Kloss already on its roster and having signed Kate Moss as long ago as the 1990s. And there is an existing family link with brother-in-law Kanye West producing his Yeezy label through the German athletic sportswear giant.
The biggest and most bankable names in the modelling world are now linked to sports/athleisure brands. Gigi Hadid has been the spokesmodel for adidas-owned Reebok’s #perfectnever campaign for a year now, while her sister Bella is a Nike face and recently signed on to front the firm’s latest OG Cortez campaign. Jenner’s own sister Kylie is signed to Puma.
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