Adidas is teaming up with Beyoncé in a move to expand its product mix and marketing prowess. On Thursday, Queen Bey and the German sportswear brand jointly announced a “multi-layered” partnership that includes a new product collection and the re-launch of Beyoncé’s Ivy Park athleisure brand.
“This is the partnership of a lifetime for me,” Beyoncé said in a statement, noting the success Adidas has had in “pushing creative boundaries." She added: "We share a philosophy that puts creativity, growth and social responsibility on the forefront of business.”
The deal extends beyond a mere celebrity collaboration: Beyoncé is expected to be involved in product creation, including shoes, for both the performance and lifestyle categories. She will also help to drive “meaningful and rich storytelling” around the collection, according to a press release. Ivy Park first launched three years ago with London retailer Topshop, but Beyoncé bought it back from the chain last year.
Eric Liedtke, executive board member of global brands at Adidas, said in statement that the partnership will “inspire change and empower the next generation of creators.”
A spokeswoman for Adidas Originals did not provide additional information about the marketing of the collection or the agencies involved.
Many celebrity brand deals have resulted in limited commercial impact, says Matt Powell, a sports industry analyst at NPD Group Inc. But some deals, such as Rihanna's collaboration with Puma, have significantly moved the needle, he adds, suggesting that the Adidas Beyoncé deal looks like a winner. “This could be a bigger driver than just having a few signature models,” he says. “She’s going to be really involved as an advisor in product lines and so forth.” As a result, the singer will bring credibility and authenticity to the Adidas women’s business, he says.
Indeed, consumers reacted strongly on Twitter.
The news comes on the heels of a fashion mishap for Adidas earlier this year. The brand pulled its all-white Black History Month shoe after consumer backlash.
The Adidas partnership could lead to some interesting family dynamics, however. Beyoncé’s husband Jay-Z recently aligned himself with a fashion brand as well. In 2018, the musician joined Puma’s basketball business as creative director.
“It’ll be fun to watch how that plays out,” Powell says.