Beyonce adding to her adidas to her resume
Well, adidas has added another genre-defining, Grammy-winning, superstar of the decade-level artist to their wide range of creative partners. Beyoncé and adidas formally announced their new partnership yesterday, which is being touted not only as an endorsement deal but as one of adidas’ rare “signature” contracts, a word choice which reads very similarly to that of Kanye West’s now famous adidas deal.
Beyoncé’s adidas deal is going to make some significant changes to the Three Stripes marketing strategy with their women’s’ product. As a part of the announcement, adidas disclosed that while the project will be focused on Yoncé crafting her very own line of /// products, but that they would also be supporting her Ivy Park athleisure line, which has gone through an extended rough patch following allegations of illegal labor exploitation overseas. adidas’ support in the re-launch of Bey’s personal clothing line will mean assistance in sourcing materials, factories, and warehouses to distribute the product, and likely some aid on the front end with marketing and PR. While we are not privy to all of the details of either deal, this is very similar to how adidas helped establish the Yeezy brand back in 2013.