Beyonce Adidas New Deal

Beyoncé Knowles has signed a new deal with German foot wear giant, Adidas, as a creative partner. This deal will be focusing on designing of  'new signature foot wears and apparel' by the superstar and relaunching her brand Ivy Park Brand. The deal is so huge that Beyonce in a statement called it  “the partnership of a lifetime for me.”

Reports have it that Beyoncé turned down Reebok offer for partnership because their were no diversity amongst their staff . It didn't represent her culture or even what she stands for.

According to an ESPN reporter, the star told the brand: “Nobody in this room reflects my background, my skin color, and where I’m from and what I wanna do.”

Adidas has signed the likes of Kanye West, Stan Smith and this move doubled their US sneakers revenue in one year. They want to compete with Nike and gain more grounds in the US in the women apparel hence the partnership with Beyoncé.

Powell added in a comment to Yahoo Finance, “Her role will be much broader and deeper than just an endorsement, and her reach is deeper as well. No idea what they are paying, but surely a lot. Not sure the economics work out, but this one will be interesting.”

Sports Brand has always focused on signing celebrities to boost sales. Nike signed Drake, Serena Williams, Colin Kaepernick, Kevin Hart. Puma signed Rihanna, Jay-Z. Adidas signed Kanye, Pharrell Williams, Pusha T, and Stella McCartney.

Beyoncé has also bought back TopShop’s 50% stake in Ivy Park, and will still own full ownership of the label even as Adidas relaunches it.