Beyonce and Adidas New Partnership

If you love Beyonce and Adidas then the launch of their new footwear and apparel collection focused on performance and lifestyle items is a must-see! The collection will combine fashion and storytelling through jumpsuits, cargo pants, hoodies, cycling shorts, accessories, and shoes. The color palette boasts vivid oranges and maroons with hints of cream. Dying to see? Not to worry, the collection will be available online and in stores on January 18!

Both Beyonce and Adidas have revealed that this is a partnership of a lifetime. And it is probably the most notable partnership between a superstar and a sports brand, ever!

Queen B also plans to work with Adidas to relaunch her athleisure brand, Ivy Park, which she first introduced in 2016. Did you know Beyonce is the first black woman to be the sole owner of an athleisure brand?

Beyonce and Adidas Campaign
Source: Photo by Melina Matsoukas / Courtesy Parkwood Entertainment

In the past, Adidas partnered with celebrities like Kanye West and Pharell Williams. However, these partnerships mostly attracted men. And, for that reason, this new partnership with Beyonce emerged as a way for Adidas to attract more female customers. In this area, the athleisure brand has bigger rivals, like Puma – who launched, last year, a collection with the famous singer Rihanna.

This shoe below is probably on the top of many people’s wishlist. With the classic three stripes typical of Adidas, and innovative lacing, mixed with neon orange shades, it is a great example of what we can expect of the Adidas x Ivy Park’s dynamic synergy.

Sneakers by Beyonce and Addidas
Source: Photo by Melina Matsoukas / Courtesy Parkwood Entertainment

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Beyonce and Adidas Campaign
Source: Photo by Melina Matsoukas / Courtesy Parkwood Entertainment

Words by Rita Archer

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