It's been a very long 31 months since Kanye West voiced his adamant disapproval over the mere suggestion of his half-sister-in-law Kylie Jenner working with Puma. "There will never be a Kylie Puma anything," he tweeted ahead of his Yeezy Season 3 show in February 2016, in response to rumors that she had signed a seven-figure deal with the athletic brand. "1000% Kylie is on Yeezy team!!!" He was wrong — Jenner went on to star in multiple Puma campaigns and even create her own collection — but as of Tuesday, she's officially switched over to West's and Adidas's team.
"So excited to announce that I am officially an adidas Ambassador," she shared on Instagram stories while wearing Adidas Falcons. According to a statement we received from the brand, she'll be the face of that particular style: "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," it reads.
Jenner also nonchalantly posted a photo of herself three days prior wearing Adidas Originals x Alexander Wang sneakers. We're not sure exactly when her Puma contract ended; a rep for Puma has yet to respond to our request for comment.
There's no debating that Adidas made a strong (but probably expensive) choice in signing Jenner. As Puma brought up in multiple earnings reports since 2016, she was very effective in driving sales for the competing German brand.
In addition to being West's partner on all things Yeezy, Adidas also gives Kendall Jenner money to do things for Adidas Originals. Meanwhile, Kim Kardashian is essentially a walking advertisement for West's designs. At this point, Adidas may as well set up a satellite brand marketing office in Calabasas.
UPDATE, Wednesday, Aug. 29, 10:07 p.m.: Adidas has debuted the first images from Kylie Jenner's Falcon campaign, as well as additional information surrounding the new partnership and the shoe's release. In a statement, Adidas noted that the Falcon's "bold attitude is in sync with Jenner's way of life – a mindset which has propelled her beauty business and established her as a cultural icon."
"I've always loved Adidas and it's exciting now being part of the Originals family, especially for Falcon," said Jenner in the release.
The Falcon campaign will launch globally on Thursday, Sept. 6, just in time for New York Fashion Week. You can shop the new Falcon sneaker both at Adidas Originals stores worldwide and on Adidas.com/Falcon. n the meantime, you can see Jenner's full Falcon campaign below.
Homepage photo: Jamie McCarthy/Getty Images