Why Beyonce’s Adidas Deal Is A Lesson In Brand Ownership

There’s a lot to cover so pay attention.

There’s a lot to cover so pay attention.

Global superstar Beyoncé recently announced that she would be releasing new music soon. Unfortunately, sources say it won’t be a full-length record but instead a “couple of new tracks [for] a deluxe album filled with old songs.”

It’s still not clear whether this project will be some sort of Lemonade deluxe edition or an anniversary set for one of her older releases, either way, new material is being worked on.

The Houston native also has a Netflix special in the works. The special is said to be partially focused on her legendary HBCU inspired 2018 Coachella performance and will feature unspecified additional footage. The 26-song set is getting a full breakdown and behind-the-scenes look at how the extraordinary performance all came together.

As if this news wasn’t exciting enough, Thursday, Adidas announced that it has signed Beyoncé to what is being described as a “multi-layered” deal.

According to CNBC’s Jess Golden, Beyoncé will become a creative partner for the brand which will include the launch of signature sneakers, apparel, and will also serve as a relaunch to her athleisure brand Ivy Park. This deal also marks Beyoncé’s first step into the footwear market.

“This is the partnership of a lifetime for me. Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader,” Beyoncé said.

The songstress launched Ivy Park in 2016 however, last November, Beyoncé’s Parkwood Entertainment company cut ties and bought out Topshop billionaire, Phillip Green, to become the full owner of Ivy Park, following allegations of sexual harassment and racial abuse against the businessman.

With the Adidas partnership, Beyoncé will remain the owner of Ivy Park, noting that she is “one of the first black women to be the sole owner of an athleisure brand.”

Beyonce continuously proves that she is a force to be reckoned with. And that when it comes to anything she does, it’s on her terms or bust.

Last year Beyoncé got full control over her Vogue cover in which she hired the first Black photographer in the magazine’s 126-year history. Further proving that when Beyoncé wins, the culture wins.

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