Adidas (ADDYY) just tacked on another celebrity to make its sneakers even cooler.
In an Instagram post on Wednesday, model and reality television star Kendall Jenner announced that she will be an ambassador for the shoe maker.
An Adidas spokesman did not return a request for comment.
With a growing lineup of celebrity ambassadors, inclusive now of singer, songwriter Pharrell, hip-hop artist Kanye West, and Jenner, who is also West's half sister-in-law, Adidas is well positioned to keep putting out strong sales. On an earnings call with analysts, Foot Locker (FL) - Get Foot Locker Inc. Report CEO Richard Johnson said Adidas' line of 'Yeezy' sneakers, which first debuted in 2015 and are designed by West, were one of the retailer's best-selling shoes in its recent first quarter.
"You look at the people that are influencing things in this category," Johnson said. "Kanye West with his Yeezy product. We expect that to continue to be incredibly hot going into the back half and we expect our quantities to go up."
Jenner's deal with Adidas is her latest since she received backlash for appearing in a controversial PepsiCo (PEP) - Get PepsiCo Inc. Report ad that directly appeared to make light of a Black Lives Matter protest. Adidas soon after had to deal with somewhat of its own public relations nightmare when someone at the company sent out a cryptic and insensitive email to its athletes who participated in this year's Boston Marathon reading "Congrats, you survived the Boston Marathon!"