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A post shared by Kylie (@kyliejenner) on Aug 25, 2018 at 9:43am PDT

This is going to sound very dumb and out-of-touch, I KNOW THAT, but my only real exposure to the Adidas brand is through watching tennis. A decent number of top tennis players are sponsored by Adidas, like Garbine Muguruza, Alexander Zverev, Dominic Thiem, Jelena Ostapenko, etc. Maybe the gear is super-comfortable and functional, but I usually think the designs are struggling. One of the worst moments for Adidas-sponsored tennis was when they got Pharrell Williams to “design” the tennis kits for the 2017 US Open and it was some colorblocked ‘70s nonsense.

This goes part and parcel with my disdain for non-athletes getting sponsorships or ambassadorships with athletic-gear companies: I don’t get it. I don’t get why someone would be more likely to wear an Adidas tracksuit if they saw it on Pharrell rather than Garbi Muguruza or David Beckham or whatever. I get that athleisure is an increasingly HUGE business, but doesn’t an athletic-wear company want to retain its athletic-wear roots by getting athletes to be the face of the company? I guess not.

So if you’re going to sign up regular celebrities to be the face of your company as brand-ambassadors, why not go for people who truly seem to live the athleisure life? But no… Adidas just signed Kylie Jenner to be their latest brand ambassador. Kylie had a contract with Puma which she barely represented, and now she’s with Adidas. Kanye West has worked with Adidas on his Yeezy line since 2015, and Kendall Jenner also has a brand-ambassadorship with Adidas as of May 2017 (remember that nonsensical commercial last year?). Knowing that Adidas is in bed with Kanye, Kendall and Kylie, does that make you more or less likely to buy their sweatpants, tracksuits, leggings and t-shirts?

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Kylie is an ambassador for Adidas??? #adidas

A post shared by Kylie Jenner (@kyliesnapchat) on Aug 28, 2018 at 9:09am PDT

Courtesy of Instagram.