Will DONDA also become a sportswear brand?

While work on the second chapter of DONDA is in full swing between daily rumors and promised features on Instagram, Ye is intent on creating an even deeper legacy around his mother's name. After founding the DONDA Academy, a basketball team that gathers some of the best talent from California high schools and beyond, Kanye could create an associated sports brand.

A few days ago NFL star Antonio Brown anticipated that he is collaborating with Kanye for a clothing line designed for athletes involved in competitive sports. According to Brown in fact there are currently no fashion brands that design comfortable and stylish clothes for athletes, and that Kanye is the perfect man to fill this need through his creativity and genius. Brown, to see his social accounts, is spending a lot of time together with Kanye and his crew, including Julia Fox, according to him simply "living". Brown played his last game of the season after leaving the field in the middle of his Tampa Bay Buccaneers' game against the New York Jets by taking off his game jersey and walking around the stadium before returning to the locker room. He had previously been suspended for three games for submitting a false Covid-19 vaccination certificate. 

The hypothesis of a sportswear brand designed by Kanye is very suggestive, given how many facets of his aesthetic have already been defined by aspects of sports design and how much he too has modified and introduced new elements in the clothing of athletes on and off the field. And it will be interesting to see what kind of supplier Ye will eventually use to make the garments for this new sportswear line. At the moment DONDA Academy kits are signed by adidas, a long-lasting and profitable partnership for both, but as we know Kanye is collaborating with both Gap and Balenciaga and Demna Gvasalia. And recently on his Instagram profile appeared the image of Jordan's jumpman and a pair of googly eyes, a post that has obviously sparked the imagination and the most absurd theories. Of course when we talk about sports brands you can not help but compare us with Micheal Jordan and his legacy. 

Update: Just last night the cover of the new issue of SLAM Magazine, the most important magazine on US basketball, was released, portraying Kanye at the center of the Donda Academy team. And at the same time was released the merch related to the shooting that includes a short-sleeved tee, a long-sleeved tee and a hoodie, priced respectively at $ 100, $ 140 and $ 200. All three feature a logo in the center of the chest, a washed out gray colorway, and writing on the back naming the collaboration between Donda and SLAM. It is currently available on Dondaslam's website, here.