Merkel Staff

2020 Is All About Beyoncé For Adidas

14 March 2020

After Beyoncé’s successful Ivy Park x Adidas launch in January Adidas’s CEO, Kasper Rorsted, announced that there would be more clothing from the collaboration being released throughout 2020.

On Wednesday Rorsted shared his plans for the Adidas Company with investors and analysts at a financial conference. The CEO outlined his plans to focus primarily on creating clothing for Adidas’s female customers in 2020.

Rorsted also expressed high praise for Beyoncé during his announcement, referring to the iconic singer as “probably the most influential female entertainer in the world today” after their sportswear collaboration sold out “immediately” on its release date.

The Adidas CEO appears determined to use Beyoncé’s superstar appeal and influence to attract more customers to the Adidas brand.

During his announcement he also shared that, “whether its footwear or apparel, we’ll continue to do launches throughout this year in both categories where Beyoncé will bring her inspiration, her creativity and her brand to the unique brand of Adidas…”

Beyoncé is the most recent superstar addition to the Adidas roster having signed a contract with the brand towards the end of the last decade.

The two other notable superstars in partnership with Adidas are Pharrell Williams and the more acclaimed Kanye West for his revolutionary ‘YEEZY’ sneakers.


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