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Beyonce And Adidas Partner Up For Apparel, Shoe Line

Beyonce, Adidas Partner For Apparel, Shoe Line

Soon all the single ladies (and the non-single ones) will be able to buy Adidas-branded Beyoncé clothes and shoes.

Bloomberg reported on Thursday (April 4) that the singer had partnered up with the sportswear company as Adidas attempts to make its casual fashion line more appealing to a younger generation.

Beyoncé previously had a partnership with Philip Green, a well-known fashion figure in the U.K., but she bought out his stake in her Ivy Park brand. Adidas said its deal with the singer “respects Beyoncé’s ownership of her company.”

After the announcement, shares in Adidas jumped 1.3 percent.

The Beyoncé deal will yield brand-new products in the performance and lifestyle categories, and will focus on “empowering and enabling the next generation of athletes, creators and leaders,” Adidas said.

Beyoncé’s own brand includes activewear suited for both the street and the gym, such as sleeveless hoodies, bomber jackets and black jerseys.

Companies like Nike have been steadily stealing revenue from Adidas in Europe, which is the company’s home base. Adding Beyoncé to its roster is part of Adidas’ strategy to attract more younger shoppers and to boost slowing sales for retro footwear like the Superstar and Stan Smith.

The company has added rapper Kanye West as well. Adidas Chief Executive Officer Kasper Rorsted said he wants to distribute the West Yeezy line more widely and with the intention of sparking sales in more fashion-adjacent items. Yeezy shoes can sell for up to $300, while a pair of Stan Smiths sell for about $80. Fans will also often resell the Yeezy shoes online for a profit.

The company has also partnered with other well-known celebrities, including supermodel Karlie Kloss and musician Pharrell Williams. Kylie Jenner, of Kardashian fame, also teamed up with Adidas last year and appeared in an ad campaign for a running shoe.

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