Shortly after the world found out she had a Netflix special coming, Beyoncé made headlines again. The singer, songwriter, actress, philanthropist, and businesswoman signed a multi-layered deal with Adidas. CNBC's Jess Golden reports that Beyoncé will become a creative partner for Adidas, launching signature shoes and clothing.
Her deal with the company is her first move into the footwear industry. In 2016, Queen Bey co-founded Ivy Park, her activewear brand, which is expected to be re-launched under Adidas as well. She is also one of the first black women with their own athleisure line. Her company was initially launched in conjunction with Phillip Green, with whom she cut ties with in November of 2018 due to sexual assault allegations. Due to this, Beyoncé’ took full control of Ivy Park.
Of the partnership, Bey said, “This is the partnership of a lifetime for me. Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader”.
Adidas found success with Beyoncé’s friend and Husband’s business partner, Kanye West and feel they can have much larger success with Beyoncé’ backing their brand name as well. To put that in perspective, Beyoncé has a reach that far expands that of Adidas. Beyoncé has 126.9 Million Instagram followers and Adidas has just over 66 Million followers. She has almost double their followers.
Beyoncé’ ended up choosing Adidas because her meeting with Reebok was not what she expected. She went to the pitch meeting and did not see people that looked like her at the table. In 2018, Beyoncé’ said to Vogue Magazine, "If people in powerful positions continue to hire and cast only people who look like them, they will never have a greater understanding of experiences different from their own. They will curate the same art over and over again, and we will all lose”.
Adidas and Ivy Park teased the launch on social media on this past Thursday. Beyoncé and Adidas stated in the press release that they will also be working to create a "unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders”.