Gap's Deal With Kanye West Is Smart If Done Right

Every so often a company does something that just makes so much sense, and the deal that Gap (NYSE: GPS) has signed with Kanye West is one of them. Whether you like him or not (or merely shrug and roll your eyes when you hear his name), West bringing his Yeezy line of clothes to Gap is a really smart move for the retailer. While Nike (NYSE: NKE) didn't really need the assist when his first line of Air Yeezy sneakers was introduced back in 2009, it was still a notable development because it was the footwear maker's first non-athlete-branded sneaker.