A major rapper sneaker endorsement could be coming to an end soon. Multiple footwear industry sources have informed Sole Collector that superstar Canadian rapper Drake is unhappy with his partnership with Jordan Brand and looking for an exit and a new deal that would afford him more creative control.
Drake first signed with Jordan in December 2013, and has steadily launched sneakers and apparel with the brand since. The last of these releases came during the 2018 NBA All-Star Weekend, when two pairs of Air Jordan 8s made in collaboration with his OVO brand arrived alongside matching apparel.
The Drake x Jordan deal was immortalized in “Jumpman,” a 2015 song from Drake and Future featuring lyrics like “they gave me my own collection.”
Drake is in talks with Adidas for a new sneaker deal, sources tell Sole Collector. There, he would join the likes of other celeb hip-hop endorsers like Kanye West and Pharrell Williams, both of whom have enjoyed design freedom greater than that usually offered in these types of deals. Adidas has bet big on this strategy of creative partnerships, and helped to expand the notion of what can become of rapper collaborations in the process.
A Jordan spokesperson declined to comment on the status of the brand’s relationship with Drake. A rep for Drake has not returned a request for comment. Adidas has not confirmed that a deal is in the works.