BEYONCE: Kicking It With Adidas

Adidas is looking to kick business up a notch, with a new collaboration with Beyonce.

Just a day after we learned about Beyonce’s plans to put out new music and a new Netflix special, Now comes news that she’ll be a creative partner with Three Stripes. Queen Bey will team up with the sneaker giant for a new line of signature kicks and apparel, as well as a re-launch of the Ivy Park brand under the Adidas banner.

id="wpcom-iframe-2e0d20b4c8080a655131877d6bdb77d0-55610714-33395366"
width=""
height=""
src="https://embeds.go.ione.nyc/protected-iframe/2e0d20b4c8080a655131877d6bdb77d0-55610714-33395366"
scrolling=""
frameborder="0"
class="instagram-media"
>

We care about your data. See our privacy policy.

// Autosize iframe
var funcSizeResponse = function( e ) {

var origin = document.createElement( 'a' );
origin.href = e.origin;

// Verify message origin
if ( 'embeds.go.ione.nyc' !== origin.host )
return;

// Verify message is in a format we expect
if ( 'object' !== typeof e.data || undefined === e.data.msg_type )
return;

switch ( e.data.msg_type ) {
case 'poll_size:response':
var iframe = document.getElementById( e.data._request.frame_id );

if ( iframe && '' === iframe.width )
iframe.width = '100%';
if ( iframe && '' === iframe.height )
iframe.height = parseInt( e.data.height );

return;
default:
return;
}
}

if ( 'function' === typeof window.addEventListener ) {
window.addEventListener( 'message', funcSizeResponse, false );
} else if ( 'function' === typeof window.attachEvent ) {
window.attachEvent( 'onmessage', funcSizeResponse );
}
}
if (document.readyState === 'complete') { func.apply(); /* compat for infinite scroll */ }
else if ( document.addEventListener ) { document.addEventListener( 'DOMContentLoaded', func, false ); }
else if ( document.attachEvent ) { document.attachEvent( 'onreadystatechange', func ); }
} )();

Fasho Thoughts:

• Adidas has its foot on Nike’s neck.
• It used to be about the athletes who endorsed a particular sneaker brand. Now, manufacturers have realized that there’s even more starpower if you move beyond sports.
• Wonder how Kanye feels about another artist moving into Yeezy territory.
• Other artists who have worked with Adidas in recent years include Pharrell and Big Sean.
• What can Nike do at this point to get back on top? How about making sneakers that don’t explode on the court?

Source: CS / CS