American pop star Beyoncé and Adidas team up to design shoes and clothes
- The singer joins celebrities such as Kylie Jenner, Kanye West and Pharrell Williams also working with German sports brand
Adidas and American pop star Beyoncé have joined forces to develop footwear and clothes, as the German sportswear company looks to reignite growth in its casual fashion line-up.
Beyoncé, known for hits such as Single Ladies, last year ended a venture with British fashion tycoon Philip Green, as the singer bought out his stake in her Ivy Park brand.
Adidas said the new deal “respects Beyonce’s ownership of her company”.
The sports brand is adding Beyoncé to a roster of celebrity partners that already includes rapper Kanye West as it wrestles with a slowdown in demand for retro footwear such as the Stan Smith and Superstar trainers, which drove its growth for years.
Arch-rival Nike has been gaining ground on the German company on its European home turf.
Adidas shares rose as much as 1.3 per cent after the announcement last Thursday.
Kasper Rorsted, CEO of Adidas, has said he is aiming to distribute West’s Yeezy line more widely this year in an effort to spur sales of fashion-related items.
Shoes from the line can cost US$300, compared with US$80 for a pair of Stan Smiths, and often resell for more than US$1,000 to sneaker fans online.