A Kiwi sportswear company has teamed up with Kim Kardashian and Kanye West.
2XU has collaborated with West's Yeezy label to create its latest line of athletic garments, which co-founder Jamie Hunt says is "huge".
"It obviously puts it on the global spectrum, especially in a space where we don't currently have much visibility."
Mr Hunt, a triathlete, founded 2XU in 2005. But it wasn't until 2017 that he dipped his toe into the world of fashion, starting with a call from the Yeezy design team.
"I don't really know too much about Kanye and Kim, but my teenage daughters let me know it's a pretty big deal," Mr Hunt says.
2XU's company slogan is "Human Performance, Multiplied". It could be the Kardashian factor that's about to multiply the business performance, as athletic apparel becomes everyday fashion.
The company is already selling $100 million worth of clothing a year in stores from Auckland to Beverly Hills. The Yeezy collaboration brings 2XU a whole new audience of 2 to 3 billion people it didn't have before.
But don't get too excited; this line won't be in store for another few months, and so far there's no guarantee it will even make it to New Zealand shelves.