The effectiveness of Adidas' collaboration with the selected artist in building the Yeezy brand

The thesis focuses on the issue of celebrity endorsement, specifically the collaboration between Adidas and Kanye West, with a focus on building the Yeezy brand. The thesis evaluates its success and effectiveness, but also examines the impressions it has left on consumers and what effect it has had on their purchasing behaviour. To do so, it uses a questionnaire survey that focuses on the perception of celebrity endorsement in the fashion industry in general, but especially on the specific partnership between the aforementioned parties. In the final section, suggestions and recommendations are provided for current as well as future celebrity endorsement collaborations, which can be applied not only to Adidas but to most companies operating in the fashion field.